More than a message, why communicating your value is more important than ever
Every March we celebrate B Corp Month to recognise the people and the businesses redefining how we deliver impact out in the world. This year, I had the privilege of partnering with my fellow B Local Scotland Co-chairs, Muckle Media’s fabulous leader Nathalie Agnew and the inspiring Mehalah Beckett. Together, we hosted Scotland’s largest ever gathering of B Corps since the movement began in 2007.
Last Tuesday, B Corp and Beyond: Scotland’s purpose led business fest connected over 200 purpose-driven leaders across three events in a single day. With only two months to pull it all together, the response from the Scottish B Corp community exceeded all expectations. It was a powerful reminder that connecting people with shared values and staying committed to better business is more critical now than ever.
The evolving business landscape
The environment in which businesses operate is changing rapidly. Intense geopolitical conflicts, DEI rollbacks, rising operational costs, shifting timelines for environmental and social impact reduction present huge challenges. With so many obstacles, it’s natural to ask: Is it still worth it? Are the odds stacked against us? Can we still create a positive impact in the face of such adversity?
My answer is a resounding yes. We can.
Frameworks and certification processes like B Corp are essential for helping us stay the course toward a future where every business is a force for good.
More than just a logo
B Corp certification is often viewed as a badge of honour – recognition of a company’s commitment to balancing people, place, planet and profit. But for us, it’s much more. It’s a vital operational framework that guides our continuous improvement for the benefit of our people and our community. From the clients we choose to work with to our four-day working week, and the suppliers we choose to work with, B Corp values are embedded in our culture and DNA.
B Corps are leading the charge
Leaving the world a better place than we found it isn’t just the right thing to do, it’s good for business. B Lab UK, the certifying body for B Corps, recently revealed that B Corps outperform non-certified businesses in key areas including revenue growth, talent acquisition and social/environmental impact. Purpose-led businesses see tangible commercial benefit from doing things the right way.
The importance of communicating your values
In times of global uncertainty, communicating our values and expanding our community has never been more crucial. It’s easy to feel disillusioned by global setbacks, but we can’t let that discourage us. Instead, we need to surge forward and double down on our efforts, advocating for and embodying the change we want to see.
B Corp and Beyond reminded us that any contribution, no matter how small or imperfect, matters.
It’s essential that our stakeholders, partners, and clients understand why we do what we do and how we’re striving to create a better world. By openly sharing our commitment to purpose-driven practices, we build meaningful connections with others who share our ethos and find ways to learn from and support one another.
More than just messaging
Communications isn’t just about crafting the perfect message. It’s a tool to achieve your business objectives. Whether you’re aiming to increase revenue, attract talent, enter new markets or raise funds, your communications strategy should always support your core business goals and the purpose for which your organisation was founded.
Beyond selling a product or a service, clearly communicating why your business exists helps attract loyal customers, engaged employees and committed partners. It’s about building lasting relationships that are based on shared values, not just transactions.
For us, communicating our values—through social media, our website, or direct client engagement—is how we align our purpose with our bottom line. It shows the world that we’re not just in business for profit, but to make a difference.
Maintaining momentum As we reflect during B Corp month, we’re reminded that our work doesn’t end here. Being a B Corp is an ongoing journey of accountability and improvement. We’ll continue to make decisions that align with our values, communicate our purpose clearly, and connect with like-minded businesses that are striving for the same balance of profit, people, and planet.
For me, our event served as an important reminder of the role that individuals can play in improving our impact. My personal commitment is to connect as many impact leaders and organisations as possible, share ideas and stories that demonstrate the power of purpose, and do everything I can to capitalise on the momentum we have built.
Let’s keep pushing the boundaries of what it means to be a business that makes a difference.