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Should you B Corp?

If you’re in business, chances are you’ve already heard about B Corp certification. If so, you’ve probably wondered whether it’s the right thing for your company. You’ll most likely be asking yourself, ‘How will I benefit?’ and ‘Where do I even begin?’ Excellent questions! Let’s first address how your business could benefit and then we’ll tell you how to begin.

Currently there are almost 130 Kiwi businesses that have B Corp Certification. This includes big businesses like Ethique, Kathmandu, Chia Sisters, Kiwibank, ecostore, Synlait Milk, and Pic’s Peanut Butter but also plenty of small businesses like Twiice, Like-Minded Learning, Sustained Fun, Tax Traders, Soul Studio Hot Yoga, Two Islands, and many more.

Globally, the movement is growing at an exponential rate. As more businesses take the B Corp plunge, even more are weighing up the benefits of becoming B Corp certified. That’s why we’ve put together this short ‘why and how’ of B Corp because when it’s done right, sustainability and B Corp is a massive opportunity. Let’s start with six reasons why…

  1. Brand Loyalty

More shoppers are choosing ethical products and services. Many are prepared to pay more for sustainable brands. Millennials (80%) are almost twice as likely than Baby Boomers (48%) to pay more for sustainable products [Nielsen]. In the US, sales of products marketed as sustainable grew 5.6 times faster than other products from 2013 to 2018 [NYU Stern Center]

  1. Recruitment and retention

The best talent are choosing to work for companies that align with their values. As well, existing staff are engaged and retained for longer. 75% of millennials would take a smaller salary to work for a sustainable company [G&A Institute survey] while according to LinkedIn, demand for ‘green’ jobs has tripled.

  1. Cost savings

Businesses are finding significant cost savings from sustainable efficiencies and innovation. In one year, IBM saved $1.35 million from energy conservation initiatives. Interface Flooring saved $450 million by reducing/recycling its manufacturing waste from 1996 to 2013.

  1. Legislation-proofing

ESG regulation is coming thick and fast. Governments are mandating companies to align with a net-zero agenda through policy and legislation. As well, the growth of climate change-related litigation is becoming a risk which businesses of all types cannot afford to ignore.

  1. Access to capital

Increasingly, financiers, bankers, insurers and investors won’t work with companies that don’t have a sustainability strategy. CEO of BlackRock, the world’s largest asset manager, Larry Fink said: “There is no company whose business model won’t be profoundly affected by the transition to a net-zero economy.” Companies seeking investment with BlackRock must provide a plan for how their business model will be compatible with a net zero economy.

  1. It boosts your bottom-line

That’s right, you make more money. Overall, B Corps are outperforming their non-B Corp peers. This has been empirically studied by a European university that found that based on data from 2012 to 2018, European B Corps had higher turnover as a result of B Corp certification. As well, a US academic study found that businesses that got on the sustainability train enjoyed a nine per cent increase in sales.

That’s just a few of the B Corp benefits. For some NZ industries, including wine and honey, B Corp is quickly becoming the norm so before long businesses that aren’t B Corp in some industries will be standing out for the wrong reasons.

If you’re ready to strap on your B Corp boots, you can do it all yourself by logging onto www.BImpactAssessment.net, registering for a free account and then answering the 200 or so questions that are relevant for your business. Some businesses though, get stuck doing it by themselves. So you also have the option of hiring a B Corp consultant, like us here at Grow Good. We live, breathe, and sleep B Corp. We exist to help businesses get B Corp certified as quickly as possible and with the highest score possible. If you need a hand, give us a call – details below. Or if you just want some more information for now, click here.

Become a B Corp

Are you more convinced that B Corp is right for you? Would you like to join the B Corp companies using business as a force for good? Here at Grow Good, we exist to coach people through the process of becoming B Corp certified.

The B Corp Impact Assessment framework  is free to access and provides dozens of useful insights and opportunities for any business but it can be confusing and overwhelming.

We are consultants who have completed the official training provided by B Lab, the organisation that runs the B Corp certification programme. We live, breathe and sleep B Corp. We are your friendly B Corp buddies. We make it easier. We translate the questions into plain English and give you a host of template policies and example documents so you don’t have to start everything from scratch or reinvent the wheel. We show you how to unlock the big point scoring areas most relevant to your business.

Are you ready to go B Corp? It’s completely your decision but if you are, and if you think it would be helpful to have a guiding hand through the process, we’re here to help. Drop us a line or jump straight in and book a free call here.

Yours in purpose,

Kia kaha,

Tamara

tamara@growgood.co

Fashion to die for

I love Paul Polman and I don’t care who knows it.

‘Who’s he when he’s at home,’ you ask? Polman is the former CEO of Unilever who transitioned that mammoth brand from its ‘extractive business as usual’ model to a company that is now a role model for sustainable business. And guess what? In doing so he made it more profitable than ever. [Repeat after me: ‘Going green pays’.]

Since leaving Unilever, Paul [if I may be so familiar] has become a tireless campaigner for sustainable business. His latest book is Net Positive: how courageous companies thrive by giving more than they take.

But I digress. My love and admiration for Paul Polman is not the purpose of this post. My purpose is to draw attention to his recent article called ‘Fashion as a Force for Good?’ Because our lives depend on it.

Who knew something as frilly, frivolous and fun as fashion could be a key driver in humanity bringing about our own demise. It gives a whole new meaning to the phrase ‘oh that dress is to die for’. Because it really is. In fact, chances are someone in a far-off corner of a developing country already has.

As Paul points out, the fashion industry produces around 10 percent of global carbon emissions and, based on current trends, these could surge. If the whole world stopped making clothes today, there are already enough garments in the world to clothe the next six generations. I mean, WTF? Who signed that off?

Fashion is responsible for staggering water consumption, soil destruction, ocean pollution and landfill, and human rights violations affect vulnerable workers throughout the value chain.

We are swimming in unwanted clothing. The Ellen MacArthur Foundation estimates that a bin lorry full of used clothing is landfilled or burned every second. Every single second. That’s three truckloads in the time you took to read this sentence.

Less than 2% of the clothes, shoes and accessories produced every year are recycled into new fashion; most that are recycled are ‘downcycled’ into products such as cushion stuffing and insulation.

REASONS TO BE CHEERFUL

Here’s the thing though. We cannot despair. Despair is another form of delay and time is already in short supply. It’s precisely because fashion has an outsize impact on people and planet that we must work together to transform it. [That’s a quote from Paul, just FYI.]

And thankfully there is plenty of reason to be hopeful! Many fashion companies are undoubtedly raising their game.

  • Fashion giant Patagonia has partnered with social impact companies to launch a new clothing repair centre in London that will provide jobs for those with challenges to finding employment and train them on circular economy methods.
  • Chloé is the first big luxury brand to become a certified B Corp.
  • Both Kering and H&M Group are committed to reducing absolute emissions, rather than a relative figure, where gains are quickly wiped out by growth. Both also include so-called ‘Scope 3’, meaning emissions the companies are indirectly responsible for in their value chains.
  • Inditex aims to get most of its raw materials from sustainable sources within the next two years.
  • Aigle wants to enable people to experience nature “without leaving any impact except their footprints.”

But we need bigger change and we need it faster.

THE FASHION PACT

“Whether you’re Gucci, LVMH or Primark, you all need low- impact materials, like leather which doesn’t cost the Amazon rainforest, and cotton which doesn’t worsen water scarcity, pesticide pollution and global warming. You all need effective recycling systems, instead of relying on landfill,” writes Paul.

“This is why, with Kering’s François-Henri Pinault and myself as founders, we set up The Fashion Pact: a coalition of more than 60 CEOs and 160 brands, representing a third of the global industry, and including ready-to-wear, sports, lifestyle and luxury sectors. The idea is that by taking joint action on climate, ocean pollution and biodiversity, a critical mass of leaders can drive industry-wide reform.

“All members are committed to creating a “net-zero and nature positive” fashion industry.”

“Every Fashion Pact member knows they need to get off fossil fuels. It won’t happen quickly enough if everybody chips away at the problem on their own. So, in a first for the industry, a dozen members are jointly investing in a solar facility in Spain to add much-needed clean energy onto the grid. They’re setting a precedent for fashion, and more joint energy buying will follow.

“Another example: Members are designing a system of carbon credits to help farmers shift to regenerative practices and produce lower-impact cotton. It’s being piloted with hundreds of farmers in India and the US. If the market mechanism works, 25 brands are lined up to adopt it.

“Seventeen have engaged in a joint R&D project to develop a paper alternative to plastic polybags used to transport garments. Led by Chanel and Kering, companies who produce mainly in Europe, are joining forces to help their suppliers decarbonize. High-volume players in Asia are doing similar. And we’ve developed practical tools all fashion businesses need in order to rethink their relationship to nature, and to support biodiversity rather than destroy it.”

That was a big chunk of quoting straight from Paul’s article. To read his full article in Women’s Wear Daily, go to https://wwd.com/sustainability/environment/fashion-sustainability-pollution-pact-polman-unilever-1235891362/

 

Become a B Corp

Are you more convinced that B Corp is right for you? Would you like to join the B Corp companies using business as a force for good? Here at Grow Good, we exist to coach people through the process of becoming B Corp certified.

The B Corp Impact Assessment framework  is free to access and provides dozens of useful insights and opportunities for any business but it can be confusing and overwhelming.

We are consultants who have completed the official training provided by B Lab, the organisation that runs the B Corp certification programme. We live, breathe and sleep B Corp. We are your friendly B Corp buddies. We make it easier. We translate the questions into plain English and give you a host of template policies and example documents so you don’t have to start everything from scratch or reinvent the wheel. We show you how to unlock the big point scoring areas most relevant to your business.

Are you ready to go B Corp? It’s completely your decision but if you are, and if you think it would be helpful to have a guiding hand through the process, we’re here to help. Drop us a line or jump straight in and book a free call here.

Yours in purpose,

Kia kaha,

Tamara

tamara@growgood.co

Sustainability boosts sales by nine per cent

There is a mountain of surveys out there now that are telling businesses that if they up their game on sustainability, they will get more sales. The million-dollar question is, are the surveys correct? And it really is a million-dollar question. There’s a whole load of money at stake here (not to mention survival on Earth but don’t get me started…).

Because of course when we’re filling out a survey, most of us we will say ‘absolutely, yes, I buy sustainable brands over those that aren’t and yes, I will pay more for sustainability…’ but do we really do that when we’re standing in the supermarket getting our wallet out? [Or tapping our phones on the payment reader, for younger readers]. Equally, do we choose to shun brands that have had negative press on their social and environmental (E&S) performance?

To find out for sure, once and for all, a new and rigorous empirical study has been carried out by proper serious academics in the US. This comprehensive study set out to find out for sure whether, as shoppers, we really do put our money where our mouth is.

I’ll get straight to the point. Turns out we really, actually do. The results are in and sustainability really does drive a significant boost in sales but wait, there’s more…

SUSTAINABILITY BOOSTS SALES

This study, called Do Consumers Care About ESG? Evidence from Barcode-Level Sales Data, took the E&S ratings from third-party agencies of 192 firms with products in 886 product categories, sold in 2,641 US counties. It looked at the relationship between the E&S rating and sales from barcode data.

Now, crucially, the researchers were also able to control for other factors such as advertising and price in order to really hone in on the causal relationship between E&S and sales.

The findings were conclusive. ESG and corporate social responsibility does drive sales. The scientists stated that: “Our study provides direct evidence that E&S activities affect consumer demand–the cash flow channel of ESG.”

“Using granular barcode-level sales data from retail stores, we show that environmental and social ratings are positively related to local sales… The granularity of our data enables us to compare very similar products sold in the same location at the same time by companies with different levels of E&S activities.”

THE DIFFERENCE ESG MAKES

Okay great, but how much difference does it make? How much more sales does a brand drive when it gets serious on sustainability? On average, the study found that E&S drives a nine per cent increase in sales.

“Based on our estimates, a one-standard-deviation increase in the owner’s E&S rating is related to an increase in sales of 9.2% in the subsequent year for the average product sold in the same county,” the scientists stated (they go into a lot more detail in the report that you can download here).

Of course, a word of caution, this is an ‘on average’ figure. It depends on all sorts of variables such as the type of product, socio-economic factors, etc. But still, it’s a guide.

SALES SLUMP AFTER BAD ESG PRESS

The study also found that if your market competitor has a higher E&S rating, it will negatively affect your sales. In other words, your competition will see their sales climb at the expense of your sales dropping.

As well, the study found that sales decline for a firm that receives negative press on E&S issues.

Finally, the study also found that immediately after major natural and environmental disasters, sales in areas located close to the disasters become more sensitive to environmental ratings.

So, let’s sum that up.

  • If you get serious on your ESG (you know, like becoming a B Corp), your sales will increase by an average of nine per cent.
  • If you don’t do anything about ESG but your market competitors do (you know, like becoming a B Corp), their sales will lift and yours will decline.
  • If you get any bad ESG press, your sales will slump.
  • If you’re in an area that experiences any extreme weather or natural disaster exacerbated by climate change, and your product doesn’t have good ESG, your sales could slump.

So what do you do? You take action on ESG. We think the best way to do this is by becoming B Corp Certified.

Become a B Corp

Are you more convinced that B Corp is right for you? Would you like to join the B Corp companies using business as a force for good? Here at Grow Good, we exist to coach people through the process of becoming B Corp certified.

The B Corp Impact Assessment framework  is free to access and provides dozens of useful insights and opportunities for any business but it can be confusing and overwhelming.

We are consultants who have completed the official training provided by B Lab, the organisation that runs the B Corp certification programme. We live, breathe and sleep B Corp. We are your friendly B Corp buddies. We make it easier. We translate the questions into plain English and give you a host of template policies and example documents so you don’t have to start everything from scratch or reinvent the wheel. We show you how to unlock the big point scoring areas most relevant to your business.

Are you ready to go B Corp? It’s completely your decision but if you are, and if you think it would be helpful to have a guiding hand through the process, we’re here to help. Drop us a line or jump straight in and book a free call here.

Yours in purpose,

Kia kaha,

Tamara

tamara@growgood.co

Bolly’s a B Corp, darling

Patsy and Edina’s favourite tipple is now a B Corp, darling.

That’s right Sweetie, Bollinger is the latest bottle of posh bubbly vino to get certified as a B Corp business. Which gives us all cause to utter those immortal words from Ab Fab’s Patsy, ‘crack open the Bolly, darling’. Followed quickly by ‘top up, darling?’ ‘Just a smidge…’

Although, to be fair, Patsy probably wouldn’t care that La Maison Bollinger has formalised its ongoing commitment to its land, its people and its roots. Her only concern would be that they keep making the stuff. 

She doesn’t have anything to worry about there. Now with B Corp certification under its belt, Bollinger has cemented its intention to stay in business by shifting to a model that values planet and people, as much as profit. Champagne Bollinger is the second Champagne business to get its B Corp certification. The achievement sees it join Piper-Heidsieck, Charles Heidsieck and Rare Champagne, all part of EPI Group, as B Corp-certified companies.

So what’s B Corp? It’s essentially a third-party, independent verification of a company’s social and environmental performance. It’s also a global movement that’s working to transform the world’s economy by building a community of businesses that are committed to being a force for good.

What does that look like for La Maison Bollinger? It means formally committing to creating a better future for its employees, for the Earth and for its local ecosystem. More specifically, it means ensuring the wellbeing of its workers, reducing the company’s carbon footprint, preserving vineyard biodiversity, developing a circular economy, and more.

To that we say, cheers, sweetie darling.

 

Become a B Corp

Has Bolly inspired you? Would you like to join the B Corp companies using business as a force for good? Here at Grow Good, we exist to coach people through the process of becoming B Corp certified.

The B Corp Impact Assessment framework  is free to access and provides dozens of useful insights and opportunities for any business but it can be confusing and overwhelming.

We are consultants who have completed the official training provided by B Lab, the organisation that runs the B Corp certification programme. We live, breathe and sleep B Corp. We are your friendly B Corp buddies. We make it easier. We translate the questions into plain English and give you a host of template policies and example documents so you don’t have to start everything from scratch or reinvent the wheel. We show you how to unlock the big point scoring areas most relevant to your business.

Are you ready to go B Corp? It’s completely your decision but if you are, and if you think it would be helpful to have a guiding hand through the process, we’re here to help. Drop us a line or jump straight in and book a free call here – https://bit.ly/BookGGCall

Yours in purpose,

Kia kaha,

Tamara

tamara@growgood.co

First South East Asian B Corp gets S$2m investment

Want another example of how the B Corp movement is redefining success in business?

Let’s look to Singapore for a moment, where speciality coffee business, Bettr Group, has just won investment of S$2 million from the Asia Impact First Fund (AIFF) to fund the next stage of its expansion such as growing its roastery, and funding its programmes that help marginalised communities.

Back in 2015, Bettr was the first company in South-east Asia to receive the B Corp certification. It’s still just one of six Singaporean B Corps. In a challenging climate for securing growth investment funding, this announcement shows that sustainability and B Corp certification can give businesses a major advantage. AIFF aims to provide growth capital to 10 to 15 social enterprises across Asia that have been proven to be financially sustainable and profitable. The AIFF fund is backed by impact investment platform Heritas Capital and DBS Foundation.

Founded in 2011, Bettr offers professional beverage education and owns a roastery that also sells coffee supplies. It also currently operates retail coffee bars in two businesses. The new funding round will enable the opening of retail coffee bars in more businesses, as well as fuel a venture into the business-to-consumer space to enhance its brand visibility in Singapore. With this expansion, Bettr will be able to hire more people from marginalised communities. Currently, 26 per cent of Bettr’s 50 employees are from marginalised backgrounds and comprise mostly graduates from its social programmes.

As an impact fund, the AIFF is not only interested in how much money Bettr makes. A key metric of how the fund will measure the impact of its investment in Bettr is to see the number of lives that have benefitted. A metric that aligns with the ethos of the B Corp impact assessment, where more points are awarded for evidence of positive impact. To date, 242 students have benefitted from Bettr’s social programmes, and 248 students have picked up coffee and emotional literacy skills via its early intervention programmes.

Certification as a B Corp is given by non-profit B Lab to for-profit companies that meet its standards of verified social and environmental performance, accountability and transparency.

Become a B Corp

Here at Grow Good, we exist to coach people through the process of becoming B Corp certified.

The B Corp Impact Assessment framework  is free to access and provides dozens of useful insights and opportunities for any business but it can be confusing and overwhelming.

We are consultants who have completed the official training provided by B Lab, the organisation that runs the B Corp certification programme. We live, breathe and sleep B Corp. We are your friendly B Corp buddies. We make it easier. We translate the questions into plain English and give you a host of template policies and example documents so you don’t have to start everything from scratch or reinvent the wheel. We show you how to unlock the big point scoring areas most relevant to your business.

Are you ready to go B Corp? It’s completely your decision but if you are, and if you think it would be helpful to have a guiding hand through the process, we’re here to help. Drop us a line or jump straight in and book a free call here – https://bit.ly/BookGGCall

Yours in purpose,

Ngā manaakitanga,

Tamara

tamara@growgood.co

 

Five actionable tips for getting B Corp certified

Okay, in the name of full transparency, we didn’t come up with the title of this blog. We were, um, ‘inspired’ by a Forbes article with a similar name. However! As full time B Corp consultants here at Grow Good, we’ve got a ton of experience and know-how in the area of getting a business B Corp certified so we are going to add to the conversation started by Forbes.

The five top tips outlined in the Forbes article are:

  1. Put sustainability practises in writing
  2. Use data to demonstrate performance
  3. Decide where to make a meaningful difference
  4. Give the team a voice in the decisions
  5. Don’t approach the application as a tick-box exercise

All excellent points! Perhaps though, in the wrong order. I think there’s a better way to navigate your B Corp journey. Jumping straight into writing documents is gonna break anyone’s spirit so this is why at Grow Good, we would recommend the following five steps.

  1. Get all your team engaged and excited: First, you’ve got to get everyone on the team up to speed and excited. It’s in line with the theory of getting everyone in the boat rowing in the same direction. This is why we start a new client off with what we call a ‘kick off session’, this is an hour’s workshop online or in person for your whole team, where we go through the what, why and how of the whole B Corp movement. By the end of it, everyone on your team understands what B Corp is and why you’re doing it. Most of all, they’re excited about being part of a global movement that’s actively driving transformation to a world where planet and people is valued as much as profit. This team buy-in is priceless and will not only make your certification process easier, it will reap benefits such as higher productivity and better staff retention.
  2. Make a meaningful commitment to stakeholder governance: One of the foundation stones of B Corp certification is the commitment a business makes to considering all stakeholders in business decisions. Whatever foundational document governs your business, be in a constitution or your Articles of Association (documents are different in different countries), update these documents to include the B Lab purpose and stakeholder clauses.
  3. Understand your impact: This one is a little bit like the Forbes’ number 3 ‘Decide where to make a meaningful difference’ but I think it’s better broken down into two points. Understanding your impact is often where a basic materiality assessment comes in. Now, the phrase ‘materiality assessment’ can make the average person feel afraid and confused. Don’t be. It’s just a fancy way of saying ‘what impact does your business have on the world, both positive and negative?’ And every business is unique in that. For example, if you’re a chocolate bar manufacturer in France, your impact priorities might be ensuring you’re sourcing your cacao from farmers that are paid properly and are farming in a way that regenerates the natural world, rather than reduces the habitat of native species. You might also consider your packaging materials. As well, the carbon footprint of your manufacturing and transportation. Obviously, if you’re an accountancy firm in Canada, or a web developer in Thailand, your impact is going to be very different from the chocolate maker.
  4. Lock in your priorities: No business is perfect and no business can tackle everything at once. That would be overwhelming. You may want to clean up the oceans, get to net zero, drive social justice, get all staff on a living wage, boost biodiversity, get rid of all plastics in your products, reduce waste to landfill… and 101 other things but you probably can’t do it all at once. So, once you’ve assessed where your business is having its most impact – and where it can have its most positive impact – what is your team most psyched to set goals on first? And your goals might be phased, eg, ‘reduce carbon emissions by 20 per cent in the next 3 years…’
  5. Measure, monitor, mitigate: You can’t manage what you can’t measure. Once you’ve set your goals, set up the documentation that will enable you to track your performance over time. B Corp certification is all about evidencing the positive impact you’re having. Robust documentation is key. Critical! A deal breaker! I cannot stress enough about your B Corp certification being dependent on your being able to show exactly how you are increasing your positive impact with data. At Grow Good, we give our clients heaps of help with this, from recommending online tracking platforms (eg, Carbontrail, CarbonClick) to providing access to our library of more than 300 policy templates, tracker examples and much more, all designed to make your certification journey that bit easier.

So, that’s about it. If we were to add a sixth point to this list, it would be ‘Hire a B Corp consultant to help you through the process’. Like us. Obviously. It’s your choice, it’s totally up to you, far be it from me… etc etc but we think becoming a B Corp is something every business should do. Imagine the world we could build if that happened. A world where doing business regenerates the environment and drives social justice.

Become a B Corp

Here at Grow Good, we exist to coach people through the process of becoming B Corp certified.

The B Corp Impact Assessment framework  is free to access and provides dozens of useful insights and opportunities for any business but it can be confusing and overwhelming.

We are consultants who have completed the official training provided by B Lab, the organisation that runs the B Corp certification programme. We live, breathe and sleep B Corp. We are your friendly B Corp buddies. We make it easier. We translate the questions into plain English and give you a host of template policies and example documents so you don’t have to start everything from scratch or reinvent the wheel. We show you how to unlock the big point scoring areas most relevant to your business.

Are you ready to go B Corp? It’s completely your decision but if you are, and if you think it would be helpful to have a guiding hand through the process, we’re here to help. Drop us a line or jump straight in and book a free 30 min discovery call with me.

Yours in purpose,

Ngā manaakitanga,

Tamara

tamara@growgood.co

 

New wave of medical B Corps in Australasia

Medicine. It’s all about putting people first, but what about the planet? What happened to ‘first, do no harm’?

From oceans of single-use plastic items to hazardous medical waste ending up in landfill, plus massive carbon emissions and energy-intensive processes in medical manufacturing, the medical industry is an environmental nightmare with a woeful and significant environmental footprint.

Oh how ironic that an industry that aspires to improve human health is helping bring out the collapse of the ecosystems vital for human survival. HA HA HA! Ha ha ha… haaa… ha. Ha. Ha. Ah. Sigh.

With demand for medical services soaring, the industry urgently needs to adopt more sustainable practices, minimise waste, and address the broader environmental challenges that come with providing life-saving healthcare.

Which is why it’s great to see a new wave of medical businesses redefining the norm, and setting themselves apart not just with ground-breaking devices, but also with a firm commitment to social and environmental responsibility.

So say a big sustainable hello to three newly B Corp Certified Kiwi and Aussie medical equipment companies working to revolutionise healthcare and create greater sustainability in all its forms.

1. Tasman Trolleys and Medical Equipment

From their award-winning manufacturing site in Taranaki New Zealand,  Tasman has made medical trolleys, carts and cabinets for over 65 years. A recent ownership change gave the team an opportunity to “take a fresh look at how we could align some of our historical practices” with their modern-day values.

Focused on local manufacturing and recycling efforts, Tasman sources all of its materials from New Zealand, including natural anodised aluminium. Known for its durability, this unique aluminium can be recycled indefinitely due to its high intrinsic value, and it’s not uncommon to see a Tasman trolley still in use after 20+ years.

Their one tip for navigating the certification process? “Get the help of a B Consultant.”

2. MedSalv

MedSalv is the only company in the Southern Hemisphere that’s remanufacturing single-use medical devices to bring them back to hospitals for safe reuse.

“At the heart of the healthcare conundrum is an industry that is essential for human wellbeing, but environmentally, it’s a disaster,” says MedSalv management.

By diverting devices from landfill and preserving raw materials, Medsalv is significantly reducing the environmental burden of new product manufacturing throughout Aotearoa New Zealand. With a focus on supply chain sustainability and local manufacturing, they also prioritise sustainability in a social sense by employing people facing barriers to employment.

£heir one tip for navigating the certification process? “Get the help of a B Consultant.” [Are you seeing a theme here? #justsaying]

3. Medenterprises

Focused on the wellbeing of healthcare professionals and the belief that a well-staffed healthcare system, with fulfilled medical professionals, leads to better patient outcomes, B Corp Medenterprises is helping to create a healthier and happier society for all.

Comprising Medrecruit and Medworld, the company is one of Australasia’s largest medical recruitment agencies. It uses its vast network to connect doctors and other medical professionals with better permanent and locum job opportunities — a ‘worklife operating system’ using technology to connect healthcare workers and employers.

Their top tip for navigation the certification process? “See the process not as something arduous but as investing in personal and professional development for your business.” A B Corp consultant can help with that. Okay, we added that last sentence.

For more on the B Corps that are redefining sustainability in the medical field, read the B Lab Australia and Aotearoa New Zealand blog here.

Become a B Corp

Here at Grow Good, we exist to coach people through the process of becoming B Corp certified.

The B Corp Impact Assessment framework  is free to access and provides dozens of useful insights and opportunities for any business but it can be confusing and overwhelming.

We are consultants who have completed the official training provided by B Lab, the organisation that runs the B Corp certification programme. We live, breathe and sleep B Corp. We are your friendly B Corp buddies. We make it easier. We translate the questions into plain English and give you a host of template policies and example documents so you don’t have to start everything from scratch or reinvent the wheel. We show you how to unlock the big point scoring areas most relevant to your business.

Are you ready to go B Corp? It’s completely your decision but if you are, and if you think it would be helpful to have a guiding hand through the process, we’re here to help. Drop us a line or jump straight in and book a free 30 min discovery call with me.

Yours in purpose,

Ngā manaakitanga,

Tamara

tamara@growgood.co

Why aren’t humans urgently addressing the climate crisis? We ask ChattyG

This post is the follow up to last week’s called Can AI Solve The Climate Crisis? We Ask ChattyG.
Because it turns out that ChattyG (aka ChatGPT or AI) has an excellent plan for reversing the climate emergency that is now threatening to bring about the extinction of all life on Earth. I mean, isn’t that the best news ever? We can solve the climate crisis! Oh wait, so if we have everything we need right now to sort this out, it begs the next question, why aren’t we doing it?
If we know all too well what needs to be done, why isn’t every nation on the planet pulling together and taking urgent, cohesive and galvanised action around this one single focus? Which is saving ourselves. Surely nothing else matters right now? Everything else is trivial in comparison. There are no jobs on a dead planet, no share markets, no businesses, schools, universities, hospitals, and so on. Yet what are politicians focusing on (particularly here in Aotearoa NZ in the run up to an election)? They’re campaigning on things like how they’re going to fix pot holes in the roads. It’s like arguing in the kitchen of a burning house about whether to have a floral or striped tablecloth.
In the face of such bewildering… what? Stupidity? Delusion? Denial? Inadequacy? (you choose) on the part of our human ‘leaders’, let’s once again ask ChattyG the big question: Why aren’t humans acting quickly enough to address the climate crisis?
Here’s what ChattyG had to say: The question of why humans aren’t acting quickly enough to address the climate crisis is complex and multifaceted. Several factors contribute to the relatively slow response to this urgent global issue:
  1. Lack of Awareness: Many people may not fully understand the gravity of the climate crisis, its immediate impacts, or its long-term consequences. Raising awareness and educating the public about climate change is crucial to drive action.
  2. Economic Interests: Fossil fuel industries and other sectors heavily invested in the status quo often resist change because transitioning to more sustainable practices can be economically challenging in the short term. This economic inertia can slow down progress.
  3. Political Obstacles: Climate policies can be highly divisive, with political leaders sometimes prioritising short-term interests or re-election campaigns over long-term environmental concerns. In some cases, climate denial or skepticism has played a role in delaying action.
  4. Global Coordination: Climate change is a global issue that requires international cooperation. Negotiating and implementing effective global agreements, such as the Paris Agreement, can be slow and challenging due to differing national interests.
  5. Psychological Distance: Some people perceive climate change as a distant or abstract issue, believing it won’t significantly affect them personally. This psychological distance can lead to inaction.
  6. Inequality: Vulnerable communities often bear the brunt of climate change’s effects, while those with more resources may feel less urgency to act. Addressing social and economic inequalities is intertwined with addressing the climate crisis.
  7. Technological and Infrastructural Challenges: Transitioning to renewable energy and sustainable practices often requires significant technological advancements and infrastructure changes, which can be time-consuming and costly.
  8. Human Nature: Humans are generally resistant to change, especially when it disrupts established habits and lifestyles. People may resist adopting more sustainable behaviours due to comfort, convenience, or inertia.
  9. Short-Term Focus: Many decision-makers prioritize short-term gains over long-term benefits. However, addressing climate change requires a long-term perspective that values sustainability over immediate profit.
  10. Complexity: Climate change is a highly complex issue with interconnected causes and consequences. Finding effective solutions requires navigating this complexity and implementing a wide range of policies and actions.

It’s essential to recognize that progress is being made, and there are efforts at various levels to address the climate crisis. However, the urgency of the issue calls for accelerated action, increased public awareness, political will, and widespread cooperation on a global scale. Overcoming these challenges and acting swiftly to mitigate and adapt to climate change remains one of humanity’s greatest collective tests.

I think ChattyG’s final pragmatic paragraph is a lovely way to end… it offers some hope: “It’s essential to recognize that progress is being made…” Yes. There are a lot of very determined people with brilliant minds who are working hard on this issue (sadly, few of them are politicians). Progress is being made and it is gaining momentum.

ChattyG also calls out the need for “widespread co-operation on a global scale”. This is the very reason I am a champion of the B Corp movement. B Corp is a global community of businesses that are seeking to transform our global economic system to one that values people and planet in equal measure to profit. Certified B Corps have made a commitment to no longer sacrifice people and planet for the sake of financial profit. Happily, they’re usually much more profitable for doing so, proving that true prosperity is when everybody wins – not just the one per cent.

The quicker we have a collective mindset shift on the real meaning of ‘success’ and redefine our ideas on this, the quicker we can harness the power, creativity, and innovation of the business sector to work on solving the climate crisis, rather than driving it.

Become a B Corp

Here at Grow Good, we exist to coach people through the process of becoming B Corp certified.

The B Corp Impact Assessment framework  is free to access and provides dozens of useful insights and opportunities for any business but it can be confusing and overwhelming.

We are consultants who have completed the official training provided by B Lab, the organisation that runs the B Corp certification programme. We live, breathe and sleep B Corp. We are your friendly B Corp buddies. We make it easier. We translate the questions into plain English and give you a host of template policies and example documents so you don’t have to start everything from scratch or reinvent the wheel. We show you how to unlock the big point scoring areas most relevant to your business.

Are you ready to go B Corp? It’s completely your decision but if you are, and if you think it would be helpful to have a guiding hand through the process, we’re here to help. Drop us a line or jump straight in and book a free 30 min discovery call with me.

Yours in purpose,

Ngā manaakitanga,

Tamara

tamara@growgood.co

 

Can AI solve the climate crisis? We ask ChattyG

You can’t blink at the moment without someone assailing you with all the ways in which AI is going to ‘change everything’, ‘transform that’ or ‘revolutionise this’ or ‘steal your job’ or ‘take over the world’, ‘wipe out humanity*’… that kind of thing.

(*like we need any help with that)

We’re being led to believe that AI can do everything better and quicker than us humans. From taking two seconds to provide a recipe for tofu brownies (surprisingly delicious), to creating a marketing strategy for an old dogs’ retirement home, to writing a touching love song about squirrels (you can read the squirrel love song at the end of this blog), ChatGPT, aka ChattyG, is endlessly knowledgeable.

So since humans are so profoundly screwing up the whole reversing global warming and creating equal societies thing, I wondered if ChattyG could solve the climate crisis for us? Chatty was a little reticent at first but then in nanoseconds rattled off a solution (spoiler alert, it’s a lot like B Corp), here’s what Chatty says:

“The climate crisis requires a multifaceted approach involving governments, industries, scientists, and individuals working together to reduce greenhouse gas emissions, transition to renewable energy sources, protect and restore ecosystems, and develop sustainable practices. Some key actions that can help address the climate crisis include:

  1. Transition to Renewable Energy: Moving away from fossil fuels and investing in renewable energy sources like solar, wind, and hydropower can significantly reduce carbon emissions.
  2. Energy Efficiency: Improving energy efficiency in buildings, transportation, and industries can lead to reduced energy consumption and emissions.
  3. Reforestation and Conservation: Protecting and restoring forests and other ecosystems can help absorb carbon dioxide from the atmosphere and preserve biodiversity.
  4. Promote Sustainable Agriculture: Implementing sustainable agricultural practices can reduce emissions from livestock and land use changes.
  5. Carbon Pricing: Implementing carbon pricing mechanisms, such as carbon taxes or cap-and-trade systems, can provide economic incentives for reducing emissions.
  6. Technological Innovation: Investing in research and development of clean technologies, carbon capture and storage, and sustainable transportation solutions can contribute to mitigating climate change.
  7. International Cooperation: Global collaboration is essential to address the climate crisis, as climate change is a cross-border issue that requires coordinated efforts.
  8. Education and Advocacy: Raising awareness about climate change and advocating for policy changes can drive public and political support for effective solutions.
  9. Reducing Consumer Waste: Minimizing waste and adopting sustainable consumption practices can reduce the environmental impact of production and disposal.
  10. Adaptation Strategies: Developing strategies to adapt to the impacts of climate change, such as rising sea levels and extreme weather events, is crucial for minimizing damage and ensuring resilience.

“Remember that addressing the climate crisis requires a collective effort, and solutions will vary based on regional contexts, socio-economic factors, and technological advancements. It’s important for individuals, communities, businesses, and governments to work together to make meaningful progress towards a sustainable future.”

Yep, couldn’t agree more on that last sentence, Chatty, it’s what the B Corp movement is all about.

Is it just me or does all that seem eminently sensible and straightforward? Those 10 actions are all we have to do and, bada boom, no climate crisis! No millions of climate refugees, no billions of animals, birds and insects dying from wildfires, floods, starvation or pollution, no unspeakable suffering. Easy peasy! It seems like a no brainer. I wonder why we aren’t just cracking on with it? I wonder if our politicians know about this list? Has anybody told them? I’ll drop an email to parliament…

Turns out, we know exactly how to get ourselves out of this mess, we’re just not taking the appropriate actions quickly and thoroughly enough. Why ever not? I guess that will be my next question for ChattyG, ‘why aren’t humans acting quickly enough to solve the climate crisis?’

Stay tuned for that post but in the meantime, here’s the squirrel love song (probably not gonna storm the charts, sorry ChattyG…)

 

 

(Verse 1) In a world of leaves and branches, where the trees stand tall, There’s a love story unfolding, a tale to enthrall. Two squirrels in the forest, their hearts in a whirl, In the dappled sunlight, they’re our squirrel lovebirds.

(Chorus) Oh, it’s a squirrel’s delight, under the moonlight, In this treetop romance, they’re taking flight. With their fluffy tails entwined, in the softest pines, This love story of squirrels, it forever shines.

(Verse 2) Through the canopy they chase, so nimble and spry, In their eyes, there’s a sparkle, a twinkle, a sigh. They gather acorns and dreams, under the azure sky, In this squirrel’s haven, love’s soaring high.

(Chorus) Oh, it’s a squirrel’s delight, under the moonlight, In this treetop romance, they’re taking flight. With their fluffy tails entwined, in the softest pines, This love story of squirrels, it forever shines.

(Bridge) They build a nest of dreams, where love’s song is heard, Among the rustling leaves, their hearts take flight like a bird. In each other’s embrace, they find their sweet reprieve, In this squirrel love song, they truly believe.

(Verse 3) Through all seasons they dance, in autumn’s golden hue, In winter’s cozy embrace, their love stays true. In spring, they find blossoms, in summer, the shade, This squirrel’s love story, in every way, is well-played.

(Chorus) Oh, it’s a squirrel’s delight, under the moonlight, In this treetop romance, they’re taking flight. With their fluffy tails entwined, in the softest pines, This love story of squirrels, it forever shines.

(Outro) So let’s raise a toast, to our squirrel friends above, In the heart of the forest, they’ve found a lasting love. In this woodland serenade, let’s all be inspired, By the love story of squirrels, forever admired.

Why Kiwis buy sustainable products and services… and why they don’t

What’s driving the Kiwi consumer to buy sustainable products and services? And what are the barriers to purchasing?

This was a big focus in the latest NZ State of the Nation consumer outlook report Q2 2023 by NeilsenIQ. The report considers sustainability a key market trend as the impacts and costs of climate change are increasingly felt across society.

For sustainable brands and B Corps, there are some interesting insights to glean, so we’ve summarised a few points here.

First up, 76% of Kiwis surveyed believe climate change and sustainability are linked and 54% of these people say that sustainability has become more important in the last two years.

Why do Kiwis believe sustainability has become more important? According to this report, it’s because 69% say they see the impact of climate change in the news regularly.

As well,

  • 57% say that leaving a liveable world behind for future generations has become more important.
  • 52% believe products and services have become more expensive because of extreme climate events.
  • 41% are noticing more pollution and waste in their surroundings.
  • 36% feel their personal health and safety could be impacted by climate change.
  • 48% feel more informed about climate change and sustainability.

Business has to step up

Another telling figure is that 64% of people believe it is very important for companies to take the initiative to reduce their environmental footprint. In the same vein, it’s sustainable packaging claims that most resonate with consumers (aka ‘people’).

The study found that people are more likely to buy sustainable if it had a benefit for their health or the planet. As well, more than 70% of people would most likely stop purchasing a brand that was found guilty of greenwashing. Let that sink in. More than 70% of people would most likely stop purchasing a brand that was found guilty of greenwashing.

What were the barriers to people living a more sustainable life? Three things: cost, limited choice, and confusing messaging.

So, if a sustainable product was seen as too expensive, 56% of those surveyed would not buy it. How do you address this if you’re a sustainable brand that costs more than cheaper, unsustainable alternatives? Justify and explain why it costs more. As well, be clear with your messaging and information because 28% of people say they don’t buy sustainable products because the messaging isn’t clear.

So how to move forward as a sustainable brand?

This survey suggests several actions:

  • Ensure your range offers value to help ease the on-going pressures consumers are feeling; optimise your pricing and promo strategies.
  • Be the consumers’ choice by offering a unique experience and/or value proportion – in other words, prove your worth against the competition.
  • Resonate with the consumer using clear messaging on what is sustainable about your product and how it benefits them.

Sustainability is a key future theme

Sustainability is here to stay as a key market trend. This is only going to grow. Why?

The impacts and costs of climate change are being felt across society.

From 1980 to 1999, there were 3656 climate related disasters that cost $1.63 trillion to address. From 2000 to 2019, these figures almost doubled, with 6682 climate-related disasters costing almost $3 trillion to address.

Governance and cost will accelerate this shift beyond consumer demand.

There are 3 key forces driving business to change

  1. Role of governance and mandates: Financial reporting requirements, sustainable investments, fines and taxes, new legislations.
  2. Exploding costs due to the impact of climate change: Rising energy prices, rising cost of goods, supply chain disruption.
  3. Escalating consumer demand: Cost of living stress, personal impact, availability of choice, shifting values and attitudes.

Around the world, countries are at very different stages of sustainable progress. Some markets have fallen back to carbon intensive habits to recharge economies while other have ramped up investment in renewable energy. Top five green leaders are Iceland, Finland, Norway, Denmark and Sweden. While the bottom five are Bangladesh, Qatar, Zambia, Algeria, and Iran.

New Zealand sits just below the middle of the spectrum, dragging the chain a little, which relegates the nation to the ‘climate laggards’ section.

We need to lift our game in a big way. We can’t wait for government to act (but we still need to push them on that). The business sector has the resources, initiative and creativity to find solutions to the world’s biggest problems. Let’s get on with it.

One route is by becoming a B Corp business.

Become a B Corp

Here at Grow Good, we exist to coach people through the process of becoming B Corp certified.

The B Corp Impact Assessment framework  is free to access and provides dozens of useful insights and opportunities for any business but it can be confusing and overwhelming.

We are consultants who have completed the official training provided by B Lab, the organisation that runs the B Corp certification programme. We live, breathe and sleep B Corp. We are your B Corp buddies. We make it easier. We translate the questions into plain English and give you a host of template policies and example documents so you don’t have to start everything from scratch or reinvent the wheel. We show you how to unlock the big point scoring areas most relevant to your business.

Are you ready to go B Corp? It’s completely your decision but if you are, and if you think it would be helpful to have a guiding hand through the process, we’re here to help. Drop us a line or jump straight in and book a free 30 min discovery call with me.

Yours in purpose,

Ngā manaakitanga,

Tamara

tamara@growgood.co

 

Are you Ready to B Better?

Ready to take the plunge towards becoming a B Corp business? Let the Grow Good team guide you through the process either through 1:1 coaching or group coaching on one of our regular cohort programmes for micro businesses. Book a 30-min discovery call with Tamara here.

You can use your Business as a Force for Good.

Just get started. Take the first step. Get in touch

About Grow Good

Based in Christchurch, New Zealand, I am a world-recognised B Corp Consultant and Coach on a mission to help companies from around the world simplify and fast-track their B Corp Certification. I work with companies throughout New Zealand, Australia, the UK and the USA. New Zealand’s first B Corp Consultant trained by B Lab to date I have helped Certify 1/3 of the B Corps in NZ.

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