As The Ripple Effect strives to become the “Communications with Conscience” agency, committing to B Corp certification feels like a natural step.
At first glance, B Corp might seem like just another badge, but it’s far more rigorous. It’s a structure that encourages us to evaluate—and elevate—every aspect of our business.
And as we dive deeper, it’s clear that this journey is shaping how we view our responsibilities, to both our people, our client partners and the planet – and how we define success itself.
For a PR agency, where campaigns often focus on short-term wins, it’s all too easy to get caught up in the thrill of high-impact, attention-grabbing work. And while that’s satisfying, it doesn’t always lend itself to long-term purpose. If we’re serious about embodying the values we promote for and through our clients, we need an accountability structure that holds us to those same high standards. B Corp is providing just that—a comprehensive framework that drives us to ask: Are we practising what we preach? Are we truly walking the walk, or are we just talking the talk?
B Corp Standards
B Corp assesses businesses across five impact areas: governance, workers, community, environment, and customers. Meeting these standards requires a closer look at everything from our workplace practices to our environmental footprint.
From the outset, I realised this wasn’t going to be a quick process but a chance to revisit our approach and improve on it.
One area where we felt quietly confident was our charitable giving. We’ve always donated a substantial percentage of our profits to our chosen charity partners, and currently, 2.5% of our profit goes to causes we believe in.
External Guidance
Given that the Charities Aid Foundation’s (CAF) latest report suggests most UK businesses donate just 1% of pre-tax profits, we felt sure our contributions would be valued in the B Corp assessment. According to CAF, if every UK business met this 1% target, corporate giving could rise from £4.29 billion to £9.9 billion annually—an increase that would make a significant difference to charities across the UK.
But despite exceeding that 1% mark, we were surprised to learn that B Corp’s criteria expect even more: only awarding points to those donating 5, 10 or even 20%.
This realisation was a bit humbling; we’d entered the journey believing we were well ahead on certain aspects. In reality, B Corp’s rigorous standards are pushing us to look at impact in a much broader, deeper way than we anticipated.
As B Corp certification gains popularity, questions are surfacing about the integrity of the process. Some worry that as more brands join the movement, there’s a risk that companies not fully aligned with B Corp’s mission could still achieve certification, potentially diluting its value. We share those concerns because a strong, credible, B Corp community relies on the collective commitment of companies that uphold its high standards.
Looking to the future…
We’re hopeful that B Corp is aware of these challenges and that its leadership will work to maintain its credibility and rigour. For us, joining B Corp means becoming part of a network that’s serious about meaningful change, and we’re keen to play our role in preserving the values at its core.
This journey has been transformative, not only in how we approach our work but in how we define success. Rather than simply checking off a list of criteria, we’re using this process to challenge ourselves, rethinking our policies, practices, and potential for impact.
As we progress through the application, we’re more aware than ever that the “ripple effect” extends to everything—from how we support our team and serve our clients to the wider community we’re part of.
Over the coming months, we’ll be making some tangible changes, from refining company policies and improving our evaluation tactics to launching initiatives that better align with B Corp values. We’re in the early stages, but already, we’re seeing this process as more than just an external certification; it’s a commitment to growth, continuous improvement, and a purpose that stretches beyond profit.
Becoming a B Corp is about choosing to raise the bar on what we thought was possible—and that’s something we’re excited to fully embrace.
