Conscious Brands

Activating businesses to be fit for the future

Calgary, Alberta


About Conscious Brands

Conscious Brands is a firm that helps purpose-driven businesses be fit for the future. Since 2006, they have worked with leaders of the leaders including several B Corps such as Guayaki, Manitoba Harvest, Nature's Fare Markets, Fiddlehead Health and Nutrition and more. For these companies and the non-B Corps they have supported them be more conscious and discerning about their interconnected impact on individuals, teams, organizations, communities, society and the biosphere. These projects increase loyalty of employees and consumers, further strengthen brand/reputation and continue to make strong ROI (using business as a force for good).

In working with leaders of leaders Conscious Brands also hosts a successful collaborative leadership development program called Spiral Table. This program brings these leaders together in a format where they can be vulnerable as a person and as a business so as to consciously grow as a leader and a business. The program is accountability-based and in its 8th year.

We became a B Corp because we believe in change. We have clients who are B Corps and it didn't make sense for us to be talking to them about sustainability in business when we haven't proven to them and the world that we indeed can qualify as a certified BCorp as well.

This aligns with their motto of, 'how you do anything, is how you do everything...'

The Change We Seek®

Their Mission: To help support the transition or further thriving of 1,000 brands from the old economy to the new economy by 2020.

What makes us a better company?

B Impact Report

Certified since: 

January 2010

Company Score

Median Score*



The Environment section of the Assessment evaluates a company's environmental performance through its facilities; materials, resource, and energy use; and emissions. Where applicable, it also considers a company's transportation/distribution channels and environmental impact of its supply chain. This section also measures whether a company's products or services are designed to solve an environmental issue, including products that aid in the provision of renewable energy, conserve resources, reduce waste, promote land/wildlife conservation, prevent toxic/hazardous substance or pollution, or educate, measure, or consult to solve environmental problems.



The Worker section of the survey assesses the company's relationship with its workforce. This section measures how the company treats its workers through compensation, benefits, training, and ownership opportunities provided to workers. It also focuses on the overall work environment within the company through management/worker communication, job flexibility and corporate culture, and worker health and safety practices.



The Customers section of the Assessment measures the impact a company has on its customers. The section focuses on whether a company sells products or services that promote public benefit, and if those products/services are targeted towards serving underserved populations. Questions in this section will measure whether a company's product or service is designed to solve a social or environmental issue (e.g. improves health, preserves environment or creates economic opportunity to individuals or communities, promotes the arts/sciences, or increases the flow of capital to purpose-driven enterprises).



The Community section of the survey assesses a company's impact on its community. The Community section evaluates a company's supplier relations, diversity, and involvement in the local community. The section also measures the company's practices and policies around community service and charitable giving. In addition, this section includes if a company's product or service is designed to solve a social issue, including access to basic services, health, education, economic opportunity, arts, and increasing the flow of capital to purpose-driven enterprises.



The Governance section of the Assessment evaluates a company's accountability and transparency. The section focuses on the company's mission, stakeholder engagement, and overall transparency of the company's practices and policies.

Overall B Score

80 out of 200 is eligible for certification

*Of all businesses that have completed the B Impact Assessment

*Median scores will not add up to overall

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Company Highlights: 

Environment: Reduces waste through office wide recycling and composting programs; Reduces water usage through low-flow faucets and harvesting rainwater; Reduces chemical usage through use of non-toxic cleaning supplies, soy based inks, and unbleached paper products; >75% printed materials use recyled and/or FSC certified papers

Community: Banks with a local, independent bank; Prefers local suppliers; Written community service policy made transparent to suppliers & customers 

Consumers: 100% services focused on helping companies integrate sustainability into the core of their business


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