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Debunking the Myths: Why B Corp Cert is a Must-Have



Attention all marketing and creative agencies: if you haven't considered B Corp certification yet, you might be missing out on a crucial opportunity. With over 120 agencies already certified, B Corp is quickly becoming a must-have for agencies to attract top talent and win over purpose-driven clients. So, we're going to bust some myths and explore why B Corp certification could be the game-changer your agency has been looking for...


Myth 1: B Corp certification is not relevant for marketing and creative agencies

False! Many marketing and creative agencies, like FuterraGiven and Coffee & TV have already embraced B Corp certification. These agencies recognise that purpose and profit can go hand in hand and that certification can help them align their values with their business practices. And not only are more and more consumers and clients demanding socially and environmentally responsible partners, with regulations changing, B Corp certification is helping you stay prepared and up to date with best practice, e.g. the EU Green Directive. And let’s be honest, this is also one way your agency can gain a competitive edge too.


Myth 2: B Corp certification is too time-consuming and expensive for agencies

Sure, becoming a B Corp requires some upfront investment in time and resources but it's a worthwhile investment as it sets your business up to run more efficiently for the future. B Lab UK offers plenty of support and resources to agencies to support the certification process and we at Actus Consulting also support agencies with our B Better program, guiding them through the process. And many agencies find that the benefits of certification – like increased client loyalty, employee retention and brand differentiation – far outweigh the costs.


Myth 3: B Corp certification won't help my agency win clients or talent

Think again! In today's purpose-driven business landscape, many clients are actively seeking out agencies that share their values. B Corp certification can help you attract clients who are looking for socially and environmentally responsible partners. And when it comes to talent, studies show that employees – especially millennials – are increasingly looking for purpose-driven workplaces. (In fact, you can read more about this in the B Corp 2024 worker survey, published here. B Corp certification can help you stand out as an employer of choice and attract top talent to your agency. All of the agencies we’ve helped report that B Corp status helps them being better prepared to answer RFPs and win more business.


Myth 4: B Corp certification is just a marketing gimmick


Absolutely not. B Corp certification is a rigorous, third-party verified standard that assesses a company's social and environmental performance, accountability and transparency. To become certified, agencies must meet high standards and make legal commitments to consider stakeholder interests. This means that B Corp certification is not just a feel-good label – it’s a deep dive into your business practices and a mechanism to hold you accountable to doing better business.


The Benefits of B Corp Certification for Marketing and Creative Agencies

So, what can B Corp certification do for your agency? Here are just a few of the benefits that our clients tell us they get from B Corp status:


  1. Differentiation: B Corp certification can help your agency stand out and showcase your commitment to purpose and values.

  2. Financial reliance: As more clients seek out purpose-driven partners, B Corp certification can help you win new business and build long-term client relationships (take a look at the B Corp report on top line growth here to see how B Corps outperform “ordinary” businesses). It also prepares you and your agency for changing regulations that lie ahead.

  3. Talent recruitment and retention: B Corp certification can help you attract and retain top talent who are looking for meaningful work and purpose-driven workplaces.

  4. Collaboration opportunities: As a B Corp, you'll join a community of like-minded businesses and have opportunities to collaborate, learn and partner with other purpose-driven agencies.

  5. Positive impact: By becoming a B Corp, you'll be part of a global movement to use business as a force for good and make a positive impact on society and the environment.


Ready to Take the Leap?

If you're ready to explore how B Corp certification can benefit your marketing or creative agency, we're here to help. Our team of experts can guide you through the certification process and support you in achieving your social, environmental and business goals. So, what are you waiting for? Take the first step today and contact us to learn more.


We promise, it'll be a brilliant journey!

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