As the CEO of a B Corp certified sustainable marketing agency, I am deeply invested in the integrity and future of the B Corp movement. This week, the news about some of the Havas agencies losing their B Corp status over their work with Shell has been a significant topic of discussion in our community. This decision by B Lab underscores the fundamental values that B Corp certification stands for and its importance in promoting sustainable and ethical business practices.
In this article, I’ll explore the implications of Havas’ B Corp decertification, examine some community reactions, and discuss how B Corp leaders can maintain integrity in their business practices.
A brief summary of the Havas situation
Havas, a well-known advertising group, has had its B Corp certification revoked due to its ongoing work with Shell, a major fossil fuel company and significant contributor to the climate crisis. This action by B Lab – the non-profit organisation that created and administers the B Corp certification – was a clear statement that partnerships with fossil fuel polluters are incompatible with B Corp values. This decision highlights the commitment to sustainability and ethical practices that B Corp represents.
What Havas’ B Corp loss means for us all
Setting a precedent for ethical business practices
The revocation of Havas’ B Corp status is a significant move that underscores the importance of integrity within the B Corp community. Working with fossil fuel companies like Shell contradicts the core principles of B Corp, which aim to drive positive environmental and social impact. This decision not only protects the credibility of the B Corp certification but also sets a precedent for other companies about the importance of aligning business practices with B Corp values. (This isn’t the first time B Corps have been in the spotlight for the wrong reasons, but that’s a post for another time.)
The importance of integrity in B Corp certification
Maintaining the integrity of B Corp certification is crucial for its future. If companies are allowed to retain their status while engaging in practices that harm the environment or society, it undermines the entire movement. B Lab’s decision on Havas reinforces the message that B Corp is not just a label but a commitment to real, measurable change.
Balancing business realities with B Corp values
As B Corp leaders, we often face complex decisions that test our commitment to our values. The business landscape is rarely black and white, and we must navigate grey areas where commercial interests intersect with ethical considerations.
It’s crucial that we approach important decisions with transparency, engaging our stakeholders and the broader B Corp community in open dialogue whenever necessary. By doing so, we can collectively establish nuanced guidelines that allow us to drive positive change while maintaining the integrity of the B Corp certification.
Reactions and reflections from the B Corp community
A common concern that has long been raised in discussions on LinkedIn in particular, is the slippery slope of defining ethical boundaries for marketing agencies. As you can imagine, I’ve been closely following the comments in some of the posts on LinkedIn about this latest Havas news.
As one comment highlighted, “Where does B Lab draw the line with agencies and their clients? Fast food? Kid’s cereals? Liquor? Lotteries?” This points to the broader challenge of ensuring consistency in ethical standards across various industries. While the list of potentially problematic clients is long, the focus remains clear on the most critical issues, such as fossil fuels.
Another perspective emphasises the importance of having any standards at all. As noted, “If you don’t exclude a company like Shell, that has lied about the core product for 40 years, do you have any ethical lines at all?” This viewpoint underlines that having a clear and firm stance against fossil fuels is essential given their substantial contribution to climate change. It’s crucial that we, as B Corp leaders, uphold these standards to maintain the movement’s integrity.
Additionally, it’s important to recognise that not all unsustainable clients are equal. As another commenter pointed out, “The standard here isn’t that a client is just ‘unsustainable’ but that the client in question would be prohibited from being certified as a B Corp themselves.” This highlights the necessity of ensuring that our client choices reflect the principles we champion through our certification.
Navigating ethics as a B Corp leader
I don’t think it will surprise anyone to say that I fully agree with B Lab’s decision to strip Havas of its B Corp status. The move has given some credibility back to the B Corp brand, and it’s a necessary step to ensure that the B Corp community remains true to its mission. As leaders in this community, we must remember that our certification is more than a badge; it is a pledge to uphold the highest standards of sustainability and ethics.
At Avery & Brown, we’ve faced some challenges in choosing clients. For example, in our first year, I remember what felt like a pivotal moment when an aerospace engineering company approached us. While not inherently an unethical business, our discovery call revealed they manufactured components for defence contractors, including parts for bombs and missiles. This revelation didn’t align with our values, leading us to politely decline the opportunity. The decision was simultaneously straightforward and challenging. It felt so right to adhere to our principles, yet turning down a potentially lucrative contract as a six-month-old business was daunting! However, the experience reinforced our commitment to our values, even when faced with the inevitable small-business financial pressures of our early years.
It can be tempting to take on lucrative contracts, but we must consider the long-term impact of our partnerships. Our commitment to sustainability and the B Corp movement means making tough decisions and sometimes turning down business that does not align with our values.
A call to action for B Corp leaders
I urge my fellow B Corp leaders to reflect on what our certification means and stands for. We must be vigilant in ensuring that our actions align with our values. The future of the B Corp movement doesn’t just depend on B Lab; it depends on our collective integrity and commitment to sustainability.
Here’s what you can do today:
1. Review your client list and partnerships: Take a critical look at your current business relationships. Are there any that might compromise your B Corp values?
2. Initiate an ethical decision-making process: If you haven’t already, create a formal process for evaluating potential clients or partnerships against your B Corp principles. This could involve a checklist or a series of questions to guide your decisions. We’re working on a new client criteria checklist here at A&B following some Theory of Change work we’ve been doing and I’m looking forward to finishing it.
3. Engage with the B Corp community: Share your challenges and successes in upholding B Corp values. Pick up the phone to a B Leader (I’ve done this on more than one occasion) and/or consider posting about a difficult decision you’ve made in the B Hive online forum or local chapter meetings. Your experiences could provide valuable insights for others facing similar dilemmas.
All of us must carefully consider the clients we choose to work with and strive to walk the walk in every aspect of our business. By taking these steps, we can strengthen the integrity of the B Corp movement and inspire others to follow our lead.
The road ahead: Shaping the future of B Corps
The revocation of Havas’ B Corp status is a powerful reminder of the importance of integrity in our community. As B Corp leaders, we have a responsibility to uphold the values and standards that our certification represents. By doing so, we can ensure that the B Corp movement continues to drive positive change and inspire others to follow in our footsteps.
I envision a future where B Corps are not just a niche group of ethical businesses, but the new standard for how companies operate globally. Our actions today are laying the groundwork for a world where profit and purpose are inextricably linked, where businesses are a force for regeneration rather than just sustainability. As we face unprecedented global challenges, from climate change to social inequality, B Corps have the potential to lead the way in creating innovative, systemic solutions.
Every decision we make, every client we choose to work with, every product we develop, is a step towards this vision. By consistently walking the walk, we’re not just preserving the integrity of the B Corp movement – we’re actively shaping a better future for business and for our planet.
Together, we can strengthen the better business community and make a lasting impact that reverberates far beyond our individual businesses.
Acknowledgements
Thanks to Ellen Ormersher from DeSmog for her article and accompanying LinkedIn post that brought this story to my attention.
And thanks to Duncan Meisel and the Clean Creatives team for their excellent work. Disclaimer – I was convinced Avery & Brown had already signed the Clean Creatives Pledge, but I can’t find our name on their directory, so I’ve just signed it!