Can the B Corp movement really drive change?

Zlata Rodionova speaks to businesses that value purpose as much as profit

Mark Cuddigan, CEO of baby and toddler food Ella’s Kitchen (Ella’s Kitchen)

With the pandemic increasing focus on sustainability and conscious consumerism on the rise, demand for a better model of business is growing.

This trend has fuelled interest for an organisational form, the certified B Corporation.

For the uninitiated, B Corp companies are businesses that value purpose as much as profit. In comparison to the Fairtrade label, which is awarded to specific products as a guarantee that they are ethically sourced, B Corp certification scrutinises a company’s overall social and environmental impact including – governance, workers, community, environment and customers.