The Cost of B-ing Good

Read any article enumerating the current or emerging trends in restaurants and retail and you will see ideas of health and wellness, environmental sustainability, and brand authenticity coming to the fore. These trends are driven by Millennial and Gen Z consumers, who are more willing to pay a premium for sustainable products; those consumers also tend to be more online and acutely aware of the impact of business practices on the lives of people and the future of the planet. 

B Corp Certification, a credential bestowed by the non-profit organization B Labs, is a way for businesses to address those concerns and more as they undertake an in-depth auditing process, and come out with a seal of authenticity around their sustainability and social responsibility claims and a branding kit to help promote it. 

If certified B Corps are getting what they’ve invested in, you may have seen the logo and associate it with some of the most notorious “do-gooder” brands: Patagonia, Ben &…