Panel Recap: How to Communicate B Corp

The panel discussion centred on how to communicate B Corp certification through storytelling, transparency & authenticity.

The Q & A and discussion led by Natalie Dean-Waymark (Compass Studio) and Angie Farrugia (B Lab), with panelists; Kate Robertson (Pics Peanut Butter), Stephanie Audino (Boody), Annaleise Alpert (4 Pines Brewing Co), and Simon Smallchua (Harvey).

Panelists share their insights from the perspective of a B Corp brand. Annaleise shares the importance of internal buy-in and understanding before expanding communications to customers, Steph shares the role that brands play in educating their customers to make more informed purchase decisions, Kate highlights the opportunity to educate consumers about the complexities of B Corp certification to combat greenwashing and Simon reiterates this and the uniqueness (and brilliance) of the B Corp certification as a detailed, nuanced and rigorous process.

Keep reading for our key takeaways as quotes and audios.

Tell the internal audience, get their buy-in and then communicate to stakeholders and customers

“From 4 Pine's perspective, the journey to become a B Corp was really spearheaded by our founder. We began with an internal audience first. So that passion from our founder spread to the leadership team and got the internal team on a journey to pursue certification. And I think what was really important as the business grew and more people came on board, our employees really acted as advocates to be able to speak knowledgeably, and confidently about what it means to be a B Corp and to feel that pride because it is a multifaceted, multidisciplinary achievement as a business to be able to carry that B Corp logo on packaging or products. - Annaleise Alpert, 4 Pines Brewery."

Annaleise explained that gaining internal buy-in, awareness and understanding was the first step to communicating B Corp. Then came the communications for key customers; partners, suppliers, and people who want to buy from brands using business as a force for good.

B Brands should help customers make better decisions and customers should buy better.

“It's our role to help customers make that better decision and showing them B Corp, what it truly means for us as a business. It's a huge business decision and a lot of work to get to that. It's not only our role as a brand, but it's also a consumer's role as well, of understanding that you can buy better from brands that truly do care. - Steph Audino, Boody."

Acknowledge the hard work that goes into becoming a B Corp; time-consuming, rigorous processes, and recertification requirements that prove a business is operating for ‘good’ and show customers they can buy from a brand that truly cares. 

Educate customers on the complexities of B Corp & sustainability practices (and make them wary of greenwashing at the same time).

“I feel like going the extra mile to actually educate and enter into a conversation with your consumers is one of the things that a lot of B Corps actually do and do really well as opposed to companies that greenwash and just want to simplify everything to we're sustainable at all end of story because it's never ever that simple and I feel like that sunlight is such a good disinfectant to the uncertainty and the derision of that sort of greenwashing movement that so many people that care are starting to feel quite wary about. - Kate Robertson, Pic’s Peanut Butter".

Your customers will appreciate an honest conversation around the complexities of becoming a B Corp and see you as a more authentic and trustworthy brand. And, be more wary of greenwashing.

B Corp is complex, detailed, nuanced and rigorous. Not pretending, not faking it

“What bugs me is these large FMCG brands who advertise they’ve given $40,000 to plant some trees - and aren't we great? Yet, they're spending a million dollars on ads. To me, B Corp is the opposite of that - it’s complex, detailed, nuanced and rigorous. Not pretending, not faking it. - Simon Smallchua, Harvey."

A common trend in the panellists answers is that “B Corp is complex”, so let’s talk about the complexities, rather than some of the bigger companies that may be pretending.

This is one of the reasons we take the time to report on the details, where we’ve fallen short and what we’re learning in our 8,000 word count impact reports! We do this in the hope that it will provide an actual useful resource for someone on their impact improvement journey.

The power of the B is growing

“As a collective community, we have an audience of millions. That means we have the power to ensure our B Corp certification is recognised and regarded by our existing and future audiences. - Natalie Dean-Weymark”

The community is expanding in Australia and New Zealand with over 700 business and awareness from 18% of Australians and 15% of people in New Zealand.

All of the panelists emphasised the power of authentic storytelling in communicating B Corp certification to their audiences. They discussed the complexities of B Corp certification and significant involved in becoming a more sustainable brand, aiming to educate and inspire consumers about the positive impact of B Corp brands.

Let's continue this momentum and lean into storytelling to empower consumers and friends to look out for and get involved in the B.

“Choosing to work with brands that are B Corp certified is pretty much our first tick. And it's important because it also reiterates that we're all in it together. - Steph Audino, Boody.”

Like Steph, we can all make more conscious decisions to partner with and buy from B's. We like to support our fellow B’s; our B Corp clients (like The Sociable Weaver, Jasper Coffee), our chosen co-working space (The Hub), and in our every day purchase decisions (like Who Gives A Crap and Thankyou).

But, we could always be doing more. B Lab has a handy directory where you can find all listed B Corps here.