Certified B Corporation

B Lab is a nonprofit organization whose mission is to use the power of business to solve social and environmental problems.  B Lab certifies B Corporations the same way Transfair certifies Fair Trade coffee or USGBC certifies green buildings.

With the help of many members of the B Corporation community, B Lab launched this national ad campaign to inform people, like you, how to support companies that have found a better way to do business. Below is a brief description of how the campaign was developed and whose leadership made it possible.  We hope you’ll thank them and tell your friends about B Corps.

Certified B Corporations have been around for less than four years, but at the urging of some of the leaders within that community like King Arthur Flour, Seventh Generation, Numi and SABEResPODER we decided it was time to begin building awareness of this movement. We needed a campaign that highlighted these great companies and let everyone know why they are so special.

The campaign doesn’t matter if no one gets to see it. We are very fortunate to have the support of Ogden Publications, who is bringing the message HOME to 4MM passionate, values-driven consumers via print ads with Mother Earth News, Utne Reader, Natural Home and Herb Companion.

Care2.com engages 15MM citizen activists online  and is a terrific complement to our print partners, allowing us to co-create custom B Corporation content for their community as well as driving eyeballs to our microsite in support of the campaign.

In addition to building consumer awareness for products and services that can impact their lives at home, there are a large number of business products and services that companies need to be aware of. Sustainable Industries takes our core of B2B companies’ message to the offices of sustainable business leaders via print insertions for the next 12 months.

T2AP  Creative Team is a creative communications and design shop that we worked with to come up with the “dollhouse” campaign concept. The idea shows how the hundreds of B Corporations can be integral parts of both the home and office environment and how they have found a better way to do business in comparison to their competitors.

BBMG is a new kind of branding innovation studio. Smart, independent, creative. And focused. We sit exclusively at the intersection of branding, sustyainability, technology and social purpose. They then took concept statements, creative comps and messaging points to test the merits of the campaign with The Collective, a private online community of socially conscious consumers.

With the feedback from the research, we created print and on-line executions and are currently working with Free Range Studios to create a video further exploring the B Corporation concept which is set to launch in January.