Since 2016, we’ve been a certified B Corp, committed to using business as a force for good. Right now, we’re going through our third round of recertification—a process that challenges us to become better at being a better business.
B-Corp certification helps us to consistently reflect on how we embed social and environmental impact into our decision-making, how we grow strategically, which projects we want to be involved in, and what team culture we want to foster. This time, our recertification coincides with B Corp month and further encourages us to consider what being a B-Corp means in our current time....
B Corp Month’s ‘#Gen B’ theme—what does it really mean?
This year, the theme for B Corp Month is "Generation B"– celebrating a new generation of thought leaders who are creating a better future today. The idea is to celebrate ‘a new wave of businesses and thought leaders driving positive change and inspire more businesses to act with transparency and accountability’.
But while the message behind Generation B is well-intended, we feel it risks being too inward-looking—a celebration of B Corps rather than a real push for systemic change. We believe the focus shouldn’t just be on businesses and individuals already doing the right thing, but on influencing (and sometimes pushing back) on policies and systems that determine how business is done.
Why this matters more than ever
Even before the US election chaos, and certainly afterwards in the American context, we’ve seen some businesses and even government entities shift away from diversity, equity, and inclusion (DEI) initiatives and the ideals of making broader positive social impact in business and government decision-making.
Worse, an insidious rhetoric has appeared of trying to appease power and wealth over standing up for what is good and protecting and empowering minorities – including those who have less ‘cards’. It has started to feel as if we are going backwards, with growing fear and uncertainty leading to reprioritisation and a scaling back of business and government investment in social responsibility and inclusion.
So as B Corps, we have to ask—what role can we play in challenging and reversing this trend? And how do we ensure that values-driven decision-making isn’t seen as being at odds with economic success?
For small consultancies like ours, Generation B must mean more
At the same time, government procurement processes continue to favour large, traditional firms, even when smaller, values-driven businesses are better placed to deliver quality and impact. Even against the backdrop of contracting scandals and conflicts of interest from big consultancies, many departments and agencies continue to follow the ‘nobody gets fired for buying IBM’ mantra. This isn’t just a missed opportunity—it’s a barrier to the kind of change that B Corps stand for.
As a small consultancy, we are proud of how we embed social and environmental impact into our operations and decision-making.
- Yes, we meet rigorous B Corp-certification standards and strive to go well above them.
- Yes, we consistently receive positive feedback from clients and stakeholders.
- No - government procurement processes don’t always create enough opportunities for smaller, values-driven businesses like ours.
We think that smaller, independent, values-driven businesses can offer deeper expertise, stronger community connections, greater flexibility, and more ethical ways of working.
So rather than seeing Generation B as just a celebration of B Corps, we choose to interpret it as a call for action—a push for:
- Challenging outdated procurement models
- Advocating for values-driven and inclusive businesses
- Ensuring ethical decision-making doesn’t lose momentum
B Corp Month is a great time to reflect on what we’ve achieved—but more importantly, to focus on what still needs to change.
