Why B Corp and ESG growth is being stifled by poor bubble-led comms
20 years ago, the challenge of sustainable communicators like me was to show people that small changes to their daily habits can have a positive impact on the environment. Two decades later, it is no longer about encouraging shifts in consumer behaviours; rather, it is about convincing and converting businesses and brands of the need to change theirs.
Almost 20 years ago, I co-founded a social enterprise with a simple but powerful mission: to show people that small changes in their daily habits could positively impact the environment. Fast forward two decades, and the challenge has shifted. It is no longer just about nudging consumers toward more sustainable choices – it is about convincing businesses and brands to change theirs.
Clearly PR was among the first PR agencies globally to become a certified B Corp. Since we gained certification, the number of B Corps in the UK has grown six-fold to over 3,000. That’s encouraging progress. But when you consider there are 5.6 million SMEs in the UK, it is clear we have only scratched the surface.
This is not a call to get all 5.6 million businesses certified. Rather, it is a call for responsible businesses – B Corp or not – to get better at communicating the impact that being a better business is having on their reputation, their people, and their bottom line.
Many B Corps are brilliant at this. But far too many limit their messaging to others within the same bubble. That is fine if your goal is to appeal only to like-minded businesses. But it will not influence those who have yet to be convinced of the benefits of being a responsible entity.
The repeated “Partner with us because we’re purpose-driven” message needs a rethink. People do not like being told what they should do. The more that message is pushed, the more resistance it creates.
We need to speak the language of business. “Purpose before profit” might sound noble, but it is not practical. No business can deliver on its purpose without generating profit -that is basic economics. And yet, ‘profit’ is often absent from the vocabulary of purpose-led businesses. Ironically, it is likely to be the biggest motivator for others to join the better-business movement.
Progress for the B Corp and wider ESG movement is to be celebrated, however, the bunting and champagne will have to wait. If we rethink how we communicate what being a responsible business really means – beyond the echo chamber – we stand a far greater chance of creating a domino effect. One that inspires more businesses to be part of the change.
