Exploring B Corp Certification

At The Wow Company, we believe that every company is unique, with its own vision of what makes a Beautiful Business. For some, this means a strong internal culture; for others, it’s about being a driving force for positive change in the world. One pathway to creating a Beautiful Business is through B Corp certification—a standard that holds companies accountable for their impact on the planet, people, and profits.

In this blog, we’ll dive into the process of becoming a B Corp, why it’s important, and how it aligns with the principles of creating a Beautiful Business. We’ll also break down the benefits, challenges, and key steps that can guide you on this transformative journey.

What is a B Corp?

A certified B Corporation, Benefit Corporation or 'B Corp', represents a gold standard that most purpose-led businesses dream of achieving.

According to the official website, B Corp is an enterprise that meets, “the highest standards of verified performance, accountability, and transparency on factors from employee benefits and charitable giving to environmental performance, supply chain practices and input materials." In other words - it’s the epitome of purpose, people and the planet.

A certified B Corporation is a business that promotes social and environmental change through positive business practices. This can be from activities such as creating a more sustainable business with a focus on environmental effects, reducing inequality, lowering poverty levels, and working to build stronger communities.

Certified B corporations reap remarkable benefits; building trust with their audiences, improving employee retention and drawing mission-aligned investors. 

B Corp philosophy: Business as a force for good

At its core, the B Corp philosophy is about using business as a force for good. It challenges companies to go beyond just financial profit and measure their success by the positive impact they have on society and the environment.

The certification process helps combat greenwashing by holding businesses accountable for their actions. It encourages transparency and ensures that claims of social and environmental impact are backed by real, measurable results.

While the application process can seem daunting, the benefits of certification go far beyond a marketing badge. It opens the door to a community of like-minded businesses, and employee engagement, helping you attract customers and talent who care about making a positive difference.

Who should consider B Corp certification?

B Corp certification is not limited to large corporations—it’s open to businesses of all sizes, from startups to global giants. Whether you’re a small agency or a £10bn+ global player, B Corp offers a path for you to demonstrate your commitment to making a difference.

The certification process is particularly popular among sectors like food and beverage, tech, and product-based businesses, but it’s equally relevant for service-oriented businesses like agencies.

How to start your B Corp journey

The process of becoming a B Corp is thorough and involves an assessment that evaluates your company’s operations, policies, and practices across various categories such as governance, workers, community, environment, and customers. Here’s an overview of the steps involved:

1. Complete the B Impact Assessment: This free tool helps you measure your company’s social and environmental impact.
2. Document evidence: The application requires evidence of your policies and practices. Be prepared to spend time collecting the necessary documentation.
3. Submit your application: Once you’ve completed the assessment, submit it to B Lab for review.
4. Verification and approval: After review, B Lab may ask for additional documentation before granting certification.
5. Ongoing recertification: B Corp certification is not a one-time event—it’s an ongoing commitment. You’ll need to recertify every three years.

How much does it cost to become a B Corp?

Becoming a B corp costs more than just the financial investment of the submission fee and annual certification fees, which can be found out here depending on your B Corps' annual revenue and sales.

Currently, once you submit your assessment, a one-off submission fee of £250 (plus VAT) is payable to B Lab to ensure the company’s commitment to the full verification process.

Challenges to becoming a B Corp

While the benefits of B Corp certification are clear, the journey can be challenging. Here are some obstacles businesses often face:

• Time commitment: The application process can take anywhere from 6-12 months and requires substantial time from your team. You’ll need dedicated resources to ensure the process goes smoothly.
• Documentation and transparency: Gathering all the required evidence can be time-consuming, especially for smaller businesses.
• Culture shift: B Corp certification requires a shift in how your business operates. This cultural transformation often involves a long-term commitment to sustainability and ethical practices.

However, the challenges are not insurmountable. Many businesses report that the process, while intensive, strengthens their operations and creates new opportunities for growth and collaboration.

The benefits of B Corp certification

Becoming a B Corp isn’t just about meeting a set of standards—it’s about becoming part of a community of businesses committed to positive change. Some of the key benefits include:

• Trust and credibility: B Corp is a widely recognised symbol of ethical business practices, giving you an edge in the marketplace.
• Employee engagement: Companies with B Corp certification often report higher levels of employee satisfaction and retention. People want to work for businesses that share their values.
• Business growth: B Corp businesses have access to a global community of like-minded companies, making it easier to build partnerships and attract clients.
• Accountability and impact: B Corp businesses are required to publish an annual impact report, ensuring accountability and transparency.

As Jenny Kitchen, CEO of Yoyo Design, shared, “Becoming a B-Corp opened up new doors for us—especially in attracting top talent who wanted to work for a company that shared their values.”

Alternatives to B Corp certification

If B-Corp certification feels like too big a leap at this stage, there are still plenty of impactful steps you can take to make your business more sustainable. Sustainability goes beyond just reducing your carbon footprint—it’s about building a business that is financially healthy, resilient, and able to weather challenges. Start by ensuring your cash flow is strong and your financial practices are sound. Healthy cash flow gives you the ability to invest in both growth and sustainability initiatives, creating a foundation that can support long-term success. Look at your supply chain, can you work with eco-conscious suppliers or find ways to improve efficiency and reduce waste?

There are also steps you can take to strengthen a sustainable workplace. Focus on employee wellbeing, ensuring a positive, transparent culture that contributes to retention and productivity. Engage with your local community by supporting charitable causes or reducing inequality. Think about working with organisations like Ecologi for carbon offsetting or joining impact-led communities that align with your values. True sustainability is about balance. By taking these steps, you’ll be building a more impactful, purpose-driven business, with or without full B-Corp certification.

Have a listen to our Beautiful Business podcast, where we chat with really insightful business owners about what Beautiful Business means to them, and listen to them share stories and advice on their work to spark meaningful change in their business.

Wow's take on B Corp

We believe B Corp is a brilliant framework for businesses looking to formalise their commitment to people and the planet. But, as always, sustainability isn’t just about environmental impact—it’s about building a business that’s commercially sustainable too. A truly Beautiful Business isn’t just carbon-conscious; it has healthy cash flow, strong profitability, and a clear plan for growth. While B Corp can be a great way to measure and improve your impact, it’s just one piece of the puzzle. Long-term success comes from balancing purpose with profit, ensuring your business can thrive financially while making a positive difference.

Want to learn more?

Catch up with the Beautiful Business Podcast. With tips around impact, growth and leaving a positive mark on the world around you - we feature brilliant leaders who will inspire you to think differently. You can also read more about the B Corp movement here.