The news you’ve been waiting months, if not years, for is finally here. You’re officially a Certified B Corporation, joining a ~10,000 strong community committed to business as a force for good.
You’ve worked hard to get here, so when the notification drops, your instinct is to shout it from the rooftops. Launch videos, media releases, plastering the logo everywhere. And don’t get us wrong—that stuff is an important part of growing B Corp brand awareness…
But in the rush to tell the world the good news, there’s often one crucial stakeholder we overlook who might just be the movement’s biggest amplifier.
We’re talking about your team—your internal stakeholders—from casuals to contractors, and full-time employees to supply chain partners.
Chances are, they’re the ones who helped your business get certified in the first place. The ones who live and breathe your mission every day. And the ones who’ll carry the message forward—and make sure it actually lands.
Right now, there’s almost one million people working for a B Corp worldwide. That’s one million powerful advocates, ambassadors, and potential changemakers helping to raise the collective profile and impact of our work to transform the global economic system.
More than that, research grounded in behavioural science shows that employee engagement in B Corp Certification contributes not only to the success of a company’s sustainability but it boosts employee engagement and retention. So, if you don’t want to miss this opportunity to communicate your B Corp journey with your staff, and turn them into champions for the cause—this one’s for you.
Image: Compass Creative Studios
“When employees understand the positive impact their company is making on the economy and the planet as a B Corp, they feel proud to be a part of it and will actively work to make the company even better.”
– Co-founder and Managing Director of behaviour science consultancy and B Corp, Behaven
1. Start with ‘what’
Purpose-driven communities are awash with calls to ‘start with why’, but it’s little use sharing the ‘why’ behind B Corp Certification, if your team doesn’t know what it actually is.
It’s possible that some of your team won’t have been involved in the certification process. So instead of assuming knowledge, start at the beginning. Take your time, and make space for questions, such as: ‘What does it mean to be a Certified B Corporation?’ ‘How does a business become one?’ ‘What are the criteria?’ (PS: You’ll find all the answers you’re looking for here). Some ideas:
- Run a casual ‘B Corp 101’ lunch-and-learn or team huddle
- Create a visual cheat sheet or explainer video for your intranet
- Invite someone from B Lab or a B Corp you admire to come and share their insights
The more your team understands the what, the more engaged they’ll be with the why and the how.
2. Share the journey (not just the destination)
Anyone who’s been through the process knows that B Corp Certification is no small feat. So why not showcase the effort it took to get there? That might include:
- How many hours were invested or volunteer hours clocked
- The biggest challenges and what you learned from them
- What you’re most proud of
- Spotlighting team members who have led the charge
It’s about building an appreciation and helping your team understand the rigour, relevance, and impact of the process. It’s also a moment of gratitude—a chance to acknowledge that certification is an investment of time and energy, especially for smaller teams.
Image: B Lab AANZ
3. Make it real, regular, and relevant
Finding ways to embed B Corp into your daily workplace rhythms helps certification feel more tangible and helps teams connect with their role in the movement. Think:
- Making our free online course ‘Behind the B’ part of your onboarding process
- Including the ‘B’ and a short explainer in email signatures, Zoom backgrounds, and office signage
- Running all-staff refreshers at meetings (some Bs even turn it into a quiz!)
- Add a standing agenda item with movement updates and how you’re living the B Corp values of transparency, accountability and continuous improvement
These small but frequent touchpoints embed understanding and help keep B Corp top of mind all year round.
4. Practice the pitch before the elevator doors close
You don’t need your whole team to memorise the B Impact Assessment—but you do want them to feel confident answering questions like: “What does the ‘B’ stand for?” and “What’s a B Corp?” (if you’re not sure, read this and come along to an event near you).
Whether they’re chatting with customers, clients, suppliers, or curious friends, having a short and confident way to explain what you stand for matters. You could:
- Craft a clear, simple elevator pitch they can personalise to their role or context
- Create a cheat sheet with common questions and quick-fire answers
- Add a QR code (in-store, in materials, on lanyards!) that links to a ‘B’ explainer page or a short video
Make it easy to find—upload it to staff apps, pin it in team chat, or stick it up in the staff room. Especially for businesses with casual or forward-facing staff, having this info easily accessible can build confidence and consistency.
Image: Sally Batt
5. Don’t stop at your four walls
Suppliers, delivery partners, wholesalers, freelancers, collaborators—they’re all part of your impact ecosystem. Your B Corp story extends beyond the office walls, so it’s important to bring everyone on the journey.
Many of your stakeholders are already values-aligned and would love to know more about what your B Corp certification means—and how they fit into the bigger picture. Some easy ways to get them on board:
- Feature B-aligned suppliers in your internal or external newsletters
- Invite key partners to webinars or town halls where you talk through your B journey
- Send a ‘We’re a B!’ explainer pack to stakeholders with info on what it means (for you and for them) and how you’re embedding it across your business
- Collaborate on impact goals—got an ESG target you’re working towards?? Connect with your value chain to co-create solutions
Beyond deeper relationships and impact, bringing your extended community into your B story also helps reduce reputational and operational risk throughout your value chain by getting everyone on the same page.
Championing the cause
Getting certified is a huge achievement. Embedding it into your everyday? That’s where the real impact happens. So start simple. Celebrate your team. Share the story. Give your people the clarity, confidence, and connection they need to make B Corp meaningful in their own roles. And make it part of how you show up together.
Because the more your team understands and believes in what B Corps stand for, the more powerful your certification—and our collective ripple effect—becomes.
Looking for tools to help you bring your people along for the ride? Visit our Act & Learn Resources Archive ↗
This blog was inspired by the ‘Your People First’ panel event during B Corp Month 2025, hosted by The Commons and Compass Studio, and featuring B Corps H&H Group, Outland Denim, and Elk.
