The first step on Springboard Communications’ journey to becoming a B Corp was our moment of reflection: What’s our purpose as a communications agency, and how can we create meaningful change in the world? 

Inspired by the work of our clients and other key stakeholders such as Cork Chamber and Purpose Disruptors, we saw how purpose-driven companies are reshaping industries and setting bold new benchmarks for social and environmental responsibility. Through our materiality assessment, we recognised that aligning our operations with our values wasn’t just good practice — it was essential.  

That’s why we decided to pursue B Corp Certification, awarded to businesses that meet high standards of social and environmental performance, accountability, and transparency. Administered by B Lab, the certification evaluates companies across five key areas: governance, workers, community, environment, and customers. For us, it became the framework to measure our impact and ensure transparency in how we operate.  

In the spirit of B Corps, which champions collaboration and openness, we’re sharing our journey — the wins, the challenges, the lessons — and how it’s reshaped how we work. 

Step 1: Laying the Groundwork: B Corp Bootcamp 

Like many SME teams (we’re a tight-knit group of 12), the idea of navigating the rigorous B Corp process initially felt overwhelming. However, we were fortunate enough to discover the B Corp Bootcamp, delivered by Sarah Blake, Earthology; and Graham Gillen and Heather Gillen from eccountinc. Their expert guidance was invaluable on the B Impact Assessment (BIA), an online tool that measures a company’s impact across the five dimensions mentioned above 

Each week they tackled one of the five key areas and we got the opportunity to ask questions and learn from the other participants.  

Key Learning: The assessment highlighted areas we hadn’t considered before. For example, while we performed well in community initiatives, we identified gaps in our environmental practices and governance policies. The BIA became a roadmap for improvement. On the environmental side, we needed further expertise and, through the Local Enterprise Office secured a grant for a consultant to help us with our sustainability policies and carbon footprint tracking.  

Step 2: Prioritising Improvements 

With the results of our BIA in hand, we set priorities: 

1. Strengthening Governance: We formalised policies such as our commitment to diversity, equity, and inclusion (DEI), and created a local supplier policy and a client screening process. 

2. Improving Environmental Practices: From measuring our carbon footprint in order to set benchmarks for improvements, extending our environmental practices to virtual offices and implementing a waste reduction programme, we aimed to minimise our footprint. 

3. Enhancing Employee Well-Being: We introduced social and environmental measurement into our annual performance reviews and increased paid volunteer days. 

Key Learning: Change doesn’t happen overnight. It’s essential to prioritise, celebrate small wins, and stay focused. Our team embraced this mindset, challenging each other to find new ways to improve.  

Step 3: The Power of Collaboration — Engaging Stakeholders 

B Corp Certification is about engaging everyone in your ecosystem. We spoke with our clients and partners to align on values and expectations. We involved our employees through workshops and regular updates. There is also a real generosity of spirit in the B Corp community and we experienced this first-hand with Suzanne Casey from Velo Coffee, a recently certified B Leader, who gave us the benefit of her experience. 

Key Learning: Stakeholder engagement is a two-way street. Listening to others’ perspectives strengthened our initiatives. Be sure to reach out to the B Corp community and other B Leaders; they are there to help and bring more B Corps into the movement. I am also happy to support and answer questions for any organisations considering B Corp certification.  

Step 4: Crossing the Finish Line — Verification and Certification 

The final step was B Lab’s rigorous review process. It involved providing documentation, answering follow-up questions, and participating in interviews. The process was thorough, but it validated our efforts and solidified our commitment to the B Corp movement. 

Key Learning: Transparency is transformative. Being open about both your strengths and areas for improvement builds trust and credibility. It also fosters innovation as you discover new ways of thinking and addressing challenges.  

To Conclude – Looking Back and Moving Forward  

Our journey to B Corp Certification has been challenging, but it’s also been rewarding. It has reshaped how we think, work, and measure our impact. Here are the key takeaways we’ve taken from the experience: 

1. Measurement Drives Accountability: The BIA showed us where we’re excelling and where we can do better. It’s a tool we’ll continue to use as part of our overall sustainability strategy to measure progress. 

2. Impact is a Team Effort: From our employees to our clients and suppliers, everyone plays a role in achieving meaningful change. Collaboration is crucial. 

3. The Journey is the Destination: While achieving certification was a milestone, the real value lies in the ongoing commitment to improvement. We know we have further work to do and are excited to see where it takes us.  

Why It Matters 

B Corp Certification is a reflection of who we are and what we stand for. It reinforces our purpose to create Communications for Positive Change and positions us as a trusted partner for like-minded organisations. More importantly, it’s a reminder that business can and should be a force for good. If you’re considering embarking on this journey, we wholeheartedly encourage you to take the first step. Also, you don’t have to do it alone.

We would be delighted to chat with anyone thinking of starting on their B Corp journey.  Connect with me at sandy@springboardcommunications.ie.