De ce B Corporations sunt viitorul afacerilor

With well-known companies such as Patagonia și Ben & Jerry’s deținând certificarea, termenul „B Corporation” has become widely recognised around the world. But how did this movement grow to become such an influential force in modern business?

The B Corp movement began in 2006 when three entrepreneurs — Jay Coen Gilbert, Bart Houlahan and Andrew Kassoy — set out to create a new way of holding companies accountable for their impact on employees, communities and the environment. They founded B Lab, a nonprofit organisation that developed an independent certification system to recognise businesses meeting high standards of social and environmental performance.

In 2007, the first 82 companies were certified as B Corporations. Since then, the movement has grown rapidly, with thousands of B Corp businesses now operating across a wide range of industries worldwide.

Procesul de certificare

Procesul de a deveni a certificat B Corporation is rigorous, reflecting the movement’s commitment to transparency, accountability and responsible business practices.

Certification begins with a detailed online assessment supported by documentation and a formal verification process. Companies must then meet a range of legal, governance and transparency requirements, as well as undergo in-depth reviews of their operations, supply chains and overall business impact.

This comprehensive process helps ensure that certified B Corps genuinely prioritise social and environmental performance alongside commercial success.
Improvements made

De ce B Corp?

With numerous sustainability certifications and marketing claims circulating today, it can sometimes be difficult for consumers to distinguish between meaningful standards and simple branding language.

Termenul greenwashing was coined to describe this phenomenon — where businesses promote products using terms such as ‘sustainable’, ‘organic’ or ‘fairtrade’ without fully substantiating those claims. In some cases, this can lead consumers to believe they are supporting responsible businesses when the reality may be more complex.

Because B Corporations are assessed against rigorous standards, the certification carries significant credibility. Companies must undergo extensive evaluation and meet legally binding commitments covering governance, workers, communities and the environment. In addition, B Corp businesses are re-certified every three years, helping ensure their commitments remain genuine and measurable over time.

CRANBOURN^®angajamentul lui

From the earliest days of CRANBOURN^®, we have been committed to transparency, responsible practices and thoughtful product design. For us, pursuing B Corp certification was a natural step, as the movement’s principles closely align with our own values and long-term vision.

Joining a global community of B Corporations allows us to work alongside businesses committed to positive social and environmental impact. Together, these organisations are helping to redefine how modern companies can balance commercial success with responsibility and accountability.

This approach reflects our belief that modern luxury should combine craftsmanship, transparency and long-term environmental responsibility.

To learn more about our progress, explore our Misiune și B Corp pages. You can also follow our journey on Instagram .

The Better Business Act

The Better Business Act is a national campaign led by the not-for-profit organisation B Lab Marea Britanie. Its aim is to update UK law — specifically section 172 of the Companies Act — so that businesses consider the interests of society and the environment alongside those of their shareholders.

CRANBOURN^® joined the Better Business Act coalition because we believe businesses should play a positive role in society — creating meaningful employment, addressing important global challenges and contributing long-term value to the communities they serve.

We believe the Better Business Act represents an opportunity for the UK to demonstrate leadership in responsible business practices, encouraging innovation, supporting progress towards net-zero goals and helping shape a more sustainable economic future.

You can find out more about the Better Business Act Aici.