What do Ben & Jerry's, Patagonia, and Seventh Generation have in common? They're all B-corporations. But what exactly is a B-corporation? In short, it's a for-profit company that uses business as a force for good. These companies are certified by the non-profit B Lab to meet rigorous standards of social and environmental performance, accountability, and transparency.
There are currently over 2,600 B-corps in over 60 countries and 150 industries. And they're growing in popularity; in the last decade, the number of B-corps has grown five-fold. As more and more consumers become interested in purchasing products from companies that align with their values, it's no surprise that the number of B-corps is on the rise.
So, how can B-corps use marketing to Do Good? Let's take a look.
1. Make Your Mission Statement Part of Your Marketing
Your mission statement is at the heart of your company—it's what drives everything you do. So why not make it part of your marketing campaigns? Consumers want to know what you stand for and how their purchase supports your cause. When you make your mission statement part of your marketing material, you show consumers that you're more than just a company trying to sell them a product—you're a company that cares about making positive change in the world.
2. Educate Your Customers
Many consumers want to buy from companies that align with their values but don't necessarily know how to go about it. That's where you come in! As a B-corp, you have a responsibility to educate your customers about what it means to be a B-corp and why supporting businesses like yours is so important. You can do this through blog posts, social media campaigns, or even in-store displays. By educating your consumers about the benefits of supporting B-corps, you'll help them make more informed purchasing decisions—and that's good for everyone involved.
3. Give Back
In addition to selling products that Do Good, B-corps can also give back to their communities in other ways. This could mean donating a portion of proceeds to a relevant charity or organizing volunteer days for employees. Patagonia's 2022 ownership change is perhaps one of the most stunning examples of giving back that we've seen in our lifetime, but whatever form it takes, giving back is a great way to show your customers that you care about more than just profits—you care about people and planet, too.
Conclusion:
B-corps are on the rise as more and more consumers become interested in purchasing from companies that align with their values. As a result, there is increasing pressure on CEOs, Presidents, and other leaders of businesses to adopt sustainable and socially responsible practices. However, many business leaders are unsure how to do this. Thankfully, there are some simple steps that all businesses can take to Do Good. By making your mission statement part of your marketing campaign, educating consumers about responsible purchasing, and giving back to your community, you can show the world that your business cares about more than just profits.
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