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Andy Fyfe, B Lab
Hosted by:
Jessica Friesen, B Lab
Featuring:
Emily Erickson, Happy Family
The Case for
B Corp Certificati...
1. Overview of B Lab & Vision
2. Certified B Corporation
– Spotlight:
3. Why certify as a B Corporation
4. How to Get Star...
B Lab is serving a global movement of
People Using Business as a Force for Good
So that one day all companies compete to b...
Evolution of Business
• A certification conferred by the non-
profit B Lab
• A company that meets a high level of
social and environmental perfo...
People are Demanding Better
Poll:
How interested are you in B Corp Certification?
• I’m doing it
• Interested, but something is standing in the way
• ...
B Corporations
The B Corporation certification
is to business what
Fair Trade is to coffee or
USDA Organic is to milk.
1. Social & Environmental
Performance
2. Transparency 3. Accountability
Companies using business as a force for good.
They...
B Corp Community = Good Company to Keep
• New York, NY (and Boise, ID!)
Organic Baby & Toddler Food
✓ Mission: Changing the way we
feed our children
✓ Health insu...
Happy Family: Green Team
• Mission: provide education and opportunities to employees in pursuit
of creating a cleaner, hap...
Danone - Target Zero
Net Carbon
Create a baseline for
carbon footprint
Compare to industry
standards
Happy Family: Environ...
Recent Developments
“There’s a lot more authenticity in the process today and there’s a lot
more strategy around long-term shareholder value.
...
Storytelling and Retail Success
B2B & Consumer Awareness
Community & Fun
Collaboration
“The B Corp movement is one of the most important of our lifetime,
built on the simple fact that business impacts and serv...
The Case for Certification
B Corp Certification helps companies:
1. Maintain Mission
2. Differentiate from Pretenders
3. Benchmark and Improve Perfor...
Why are you interested in becoming a B Corp?
• Maintain Mission
• Differentiate from Pretenders
• Benchmark and Improve Pe...
Adopting the B Corp legal standards:
• Bakes the values of the company into its
legal DNA
• Gives protection and permissio...
2. Differentiate from Pretenders
Jennifer McKaig
“The biggest surprise to me was realizing that our employees deeply
cared about the things the B Impact As...
• B Corp certification provides a platform to engage current staff and give
employees more meaning in their work
4. Attrac...
5. Collaborate with Peers: The Hive
Access to a suite of partnerships and discounts
• NetSuite – ERP software discount
• Salesforce – Software discount
• Trus...
7. Generate Press: Examples
8. Raise Capital
The Path to Certification
• For-Profit Companies of Any Size
• Any Industry / Geography
• Customized assessment based on industry, size,
geography
•...
Step 1: Meet Performance Requirement
Complete the B Impact Assessment and earn a
reviewed minimum score of 80 out
of 200 p...
Governance
• Transparency
• Ownership
Workers
• Job Growth
• Compensation &
Benefits
• Employment Practices
• Work Environ...
Adopting the B Corp legal standards:
• Bakes the values of the company into
its legal DNA
• Gives protection and permissio...
Legal RequirementsTerm Sheet & Certification
Fees
❑ Sign B Lab Term Sheet
▪ Certification term is 2-years
▪ Participate in...
What’s your next step for moving forward?
• Start or complete the B Impact Assessment
• Improve my score to be over 80
• P...
Explore the Handbook
▪ B Impact Assessment: http://bimpactassessment.net/
▪ How to Certify as a B Corp: http://www.bcorporation.net/become-a-b-...
Redefine success in business.
Help create the new economy.
Build a better business.
Compete to be not only
the best in the...
Why: The Case for B Corp Certification with Happy Family
Why: The Case for B Corp Certification with Happy Family
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Why: The Case for B Corp Certification with Happy Family

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Learn about B Corporations - why they exist and how they are leading a movement to redefine success in business. Gain tools and resources to understand how certification will benefit your company.

This presentation was given by Emily Erickson of Happy Family and Andy Fyfe of B Lab on January 20th, 2016.

Published in: Business
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Why: The Case for B Corp Certification with Happy Family

  1. 1. Andy Fyfe, B Lab Hosted by: Jessica Friesen, B Lab Featuring: Emily Erickson, Happy Family The Case for B Corp Certification with Happy Family
  2. 2. 1. Overview of B Lab & Vision 2. Certified B Corporation – Spotlight: 3. Why certify as a B Corporation 4. How to Get Started Agenda
  3. 3. B Lab is serving a global movement of People Using Business as a Force for Good So that one day all companies compete to be Best for the World And society enjoys a shared and durable prosperity.
  4. 4. Evolution of Business
  5. 5. • A certification conferred by the non- profit B Lab • A company that meets a high level of social and environmental performance AND makes a legal commitment to consider all stakeholders • Any for-profit company in any country can pursue certification (LLC’s included) • A corporate form (taxed like a C-corp or an S-corp) that has a higher level of transparency, accountability and purpose • A legal entity that has protection and permission to consider its impact on all stakeholders, not just shareholders • Available in 31 states in the U.S. Certified B Corp vs. Benefit Corporation
  6. 6. People are Demanding Better
  7. 7. Poll: How interested are you in B Corp Certification? • I’m doing it • Interested, but something is standing in the way • I’m curious, but need to be convinced • Not interested • N/A
  8. 8. B Corporations The B Corporation certification is to business what Fair Trade is to coffee or USDA Organic is to milk.
  9. 9. 1. Social & Environmental Performance 2. Transparency 3. Accountability Companies using business as a force for good. They meet verified higher levels of: “By committing to accountability and transparency in our own business practices, we’re joining in the global movement to change the way that businesses operate.” What is a B Corporation?
  10. 10. B Corp Community = Good Company to Keep
  11. 11. • New York, NY (and Boise, ID!) Organic Baby & Toddler Food ✓ Mission: Changing the way we feed our children ✓ Health insurance offered to all employees. *New 12 wk. paid maternity leave ✓ >10% profits donated to charity ✓ >60% of suppliers have third party social/environmental certification. B Corp Community = Good Company to Keep
  12. 12. Happy Family: Green Team • Mission: provide education and opportunities to employees in pursuit of creating a cleaner, happier planet. “Walking our talk” • Zero Waste goal ○ Composting & recy. • Office purchase guide • Wellness Challenges • Tracking employee air travel • Coffee club
  13. 13. Danone - Target Zero Net Carbon Create a baseline for carbon footprint Compare to industry standards Happy Family: Environmental Stewardship
  14. 14. Recent Developments
  15. 15. “There’s a lot more authenticity in the process today and there’s a lot more strategy around long-term shareholder value. - Dave Stangis, VP Corporate Affairs and Social Responsibility, Campbell Soup Co. B Corps in the Public Market
  16. 16. Storytelling and Retail Success
  17. 17. B2B & Consumer Awareness
  18. 18. Community & Fun
  19. 19. Collaboration
  20. 20. “The B Corp movement is one of the most important of our lifetime, built on the simple fact that business impacts and serves more than just shareholders – it has an equal responsibility to the community and to the planet. Patagonia has been a 40-year experiment in what it means to be a responsible company, and becoming a B Corp has ensured that our experiment will keep pushing forward.” - Rose Marcario, Patagonia CEO Lead a Movement
  21. 21. The Case for Certification
  22. 22. B Corp Certification helps companies: 1. Maintain Mission 2. Differentiate from Pretenders 3. Benchmark and Improve Performance 4. Attract and Engage Talent 5. Collaborate with Peers 6. Save Money and Access Services 7. Generate press 8. Raise Capital Learn more here: http://www.bcorporation.net/become-a-b-corp/why-become-a-b-corp Why Certify?
  23. 23. Why are you interested in becoming a B Corp? • Maintain Mission • Differentiate from Pretenders • Benchmark and Improve Performance • Attract and Engage Talent • Other Poll:
  24. 24. Adopting the B Corp legal standards: • Bakes the values of the company into its legal DNA • Gives protection and permission to consider non-financial stakeholders (community, employees, suppliers, environment) • Ensures that mission can survive through new management, succession, or ownership Yvon Chouinard, Patagonia First to register as a benefit corporation in CA January, 2011 “Benefit corporation legislation creates the legal framework to enable mission-driven companies like Patagonia to stay mission-driven through succession, capital raises, and even changes in ownership, by institutionalizing the values, culture, processes, and high standards put in place by founding entrepreneurs.” – Yvon Chouinard 1. Maintain Mission
  25. 25. 2. Differentiate from Pretenders
  26. 26. Jennifer McKaig “The biggest surprise to me was realizing that our employees deeply cared about the things the B Impact Assessment measured.” 3. Benchmark & Improve Performance
  27. 27. • B Corp certification provides a platform to engage current staff and give employees more meaning in their work 4. Attract & Engage Talent Guinness Book of World Records: Lined up more than 10,000 packages of baby food in the park, building a 1.2 mile chain. Donated to local charities like Ronald McDonald House, the Idaho Foodbank, and City Light Rescue Mission.
  28. 28. 5. Collaborate with Peers: The Hive
  29. 29. Access to a suite of partnerships and discounts • NetSuite – ERP software discount • Salesforce – Software discount • TrustLaw – Legal advice • Intuit – Software discount • B Corp Jobs Board – Free postings Tuition Discounts / Forgiveness • Yale School of Management • NYU Stern School of Business • Presidio Graduate School • Golden Gate University 6. Save Money & Access Services
  30. 30. 7. Generate Press: Examples
  31. 31. 8. Raise Capital
  32. 32. The Path to Certification
  33. 33. • For-Profit Companies of Any Size • Any Industry / Geography • Customized assessment based on industry, size, geography • Any Legal Structure (sole proprietors, LLC’s, Corporations, etc.)* • Companies over 1 year old – special Pending B Corp program for start-ups* Who Can Certify?
  34. 34. Step 1: Meet Performance Requirement Complete the B Impact Assessment and earn a reviewed minimum score of 80 out of 200 points Step 2: Meet Legal Requirement Determine the path for your corporate structure and state of incorporation Step 3: Make it Official Sign the Declaration of Interdependence, pay certification fees and and put a profile up on bcorporation.net To learn more, visit: www.bcorporation.net/become-a-b-corp/how- to-become-a-b-corp How Does a Company Certify?
  35. 35. Governance • Transparency • Ownership Workers • Job Growth • Compensation & Benefits • Employment Practices • Work Environment Community • Suppliers • Local • Diversity • Charity / Volunteerism Environment • Energy Use • Facilities + Impact Business Models • Direct Impact Products /Services • Targeting Underserved Communities • High Impact Supply Chain Step 1: Meet Performance Requirement
  36. 36. Adopting the B Corp legal standards: • Bakes the values of the company into its legal DNA • Gives protection and permission to consider non-financial stakeholders (community, employees, suppliers, environment) • Ensures that mission can survive over time Step 2: Meet Legal Requirement
  37. 37. Legal RequirementsTerm Sheet & Certification Fees ❑ Sign B Lab Term Sheet ▪ Certification term is 2-years ▪ Participate in on-site review if randomly selected (10% of Certified B Corps randomly selected each year) ❑ Sign the Declaration of Interdependence, ❑ Pay certification fees ▪ Annual certification fees based on the tiered structure ❑ Put a profile up on bcorporation.net Step 3: Term Sheet & Fee
  38. 38. What’s your next step for moving forward? • Start or complete the B Impact Assessment • Improve my score to be over 80 • Preserve my mission • Complete documentation • Other Poll:
  39. 39. Explore the Handbook
  40. 40. ▪ B Impact Assessment: http://bimpactassessment.net/ ▪ How to Certify as a B Corp: http://www.bcorporation.net/become-a-b-corp/how-to- become-a-b-corp ▪ Legal Requirements: http://www.bcorporation.net/become-a-b-corp/why-become-a- b-corp/protect-your-mission ▪ FAQ for Investors & Directors: http://www.bcorporation. net/sites/all/themes/adaptivetheme/bcorp/pdfs/faqs_investors_and_directors4.pdf ▪ Pending B Corp Status for Start Ups: http://www.bcorporation.net/become-a-b- corp/how-to-become-a-b-corp/steps-start-ups ▪ Case Studies: http://bimpactassessment.net/case-studies ▪ B Corp Press: http://www.bcorporation.net/news-media Resources Jessica Friesen B Lab: Community Team jessica@bcorporation.net
  41. 41. Redefine success in business. Help create the new economy. Build a better business. Compete to be not only the best in the world, but the best for the world. Join us.

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