We all know that being a B Corp means putting people before profits. But on a day-to-day basis, what does that actually mean? This month, we chatted with four newly Certified B Corporations, MONEYME, ASB Branded Merchandise, The Hallway, and Vital Business Partners (VBP), to delve into how they nurture individuality, cultivate cohesive teams, maintain ethical supply chain practices, and truly listen to their customers.
This B Corp Month, under the banner of 2024’s theme, #ThisWayForward, we’re reminded that certification isn’t a destination. It’s an invitation to join the journey to better business, bringing as many people along as possible! So we also asked these new B’s what nuggets of knowledge they would like to share with aspiring B Corps.
Join us in welcoming MONEYME, ASB Branded Merchandise, The Hallway, and VBP!
Image: The Hallway
Paying it forward with MONEYME
Finance is the foundation of what digital lender MONEYME does, but community forms the core of their business. This group of self-described ‘tech-lovers’ use clever modern methods to offer a range of personal loan and credit card products in a way that’s functional for life today.
In 2023, the New South Wales-based brand became a participant in the United Nations Global Compact, was recognised by the Women In Banking and Finance National Industry Awards for its initiatives in sustainability, and contributed over $140,000 to charity partner Canteen, which supports young Australians impacted by cancer.
“We also take action when it comes to environmental impact. We measure, set targets, and reduce our GHG emissions, we offer an Electric Vehicle discount to support our customers in reducing their own emissions, and we use our proprietary in-house software to optimise our financed emissions calculation.”
“On the social front, we have multiple charity partnerships in place, a developed Reconciliation Action Plan, and a robust modern slavery assessment process.”
— MONEYME
Image: MONEYME
Recently, and as part of their road to certification, MONEYME updated their company constitution to incorporate environmental, social and governance (ESG) values, as well as the Purpose and Stakeholder Governance Requirement, which is a requisite of certification for B Corps in our region. This requirement is a commitment to consider the impact of decisions on all stakeholders — employees, customers, suppliers, the community, and the environment. MONEYME explains that any change to their company constitution requires a large majority of shareholders to be on board.
“Implementing the constitution change is especially difficult for a listed company like MONEYME, as it requires greater than 75% of shareholders voting in favour. This special resolution was passed with over 98% of shareholders voting in favour, which showcases that not only does the company care deeply about environmental and social outcomes, but so do our shareholders.”
— MONEYME
It’s a development they take pride in (as they should!) and demonstrates that when it comes to MONEYME’s purpose-driven vision, everyone, especially leadership, is on board.
“[A] valuable tip [for aspiring B Corps] would be ensuring top-down buy-in from the wider business in order to execute meaningful change. Making use of existing governance frameworks of the business helps elevate the environmental and social considerations. By adding those into board reporting and risk management frameworks, you can make sure it’s a lasting component of the business’s values and purpose.”
— MONEYME
Image: MONEYME
Head to the MONEYME website, and you’ll find their annual sustainability report — a space where they publish in detail both the goals they kicked and the ones still in progress. This level of transparency is one that they hope to see become the norm, particularly when it comes to companies being open about where their materials are sourced from.
“For us, transparency is key. We recognise the inherent complexity of supply chains in today’s globalised world, and that’s exactly why we emphasise the importance of greater transparency.”
“We believe more companies should disclose information about the social and environmental practices of their suppliers, promoting fair labour conditions and responsible sourcing of materials.”
— MONEYME
Dressing for the world we want with ASB Branded Merchandise
In recent years, the concept of sustainable fashion has weaved its way into the mainstream, with many of us trying to choose more socially and environmentally conscious options for our personal wardrobes. But what about our work, school, social, or sporting club uniforms? Where do these come from, and how were they made?
For 30 years ASB Branded Merchandise has helped businesses and community groups create customised uniforms, and merchandise as well, that is mindfully made and looks great too.
ASB doesn’t shy away from acknowledging that, conventionally, the uniform and merchandise space contributes quite a bit to landfill. It’s exactly why they are “committed to reducing the ‘throwaway’ factor,” by emphasising quality and functionality, not just aesthetics.
“We steer our clients away from cheap products [destined for landfill], encouraging them to invest in longer-lasting products. We donate our showroom apparel to causes such as Dress for Success, and our go-to apparel ranges feature materials made from sustainable sources.”“We know change is desperately needed in our industry and we want to be leading the way. When we say we’re just getting warmed up when it comes to sustainability and social impact, we mean it with every fibre of our being.”
— ASB
Image: ASB Branded Merchandise
With offices in Western Australia, Sydney, Melbourne and Brisbane, ASB prioritises local Australian suppliers where available, only works with factories that can verify their ethical working conditions, and is a Carbon Neutral Certified company. Its internal policies are informed by the United Nations Sustainable Development Goals (SDGs), and its flexible work policies include grandparent and pawternity leave. We love a fur-baby-friendly workplace!
“We knew B Corp was a movement we had to be part of. We wanted to be amongst like-minded businesses all around the world, leading the charge to a better way. A future where purpose shares the stage with profit, creating wins for people, communities, and the planet. And we wanted to have metrics behind us that proved our chops.”
— ASB
ASB worked with a B Consultant to streamline their certification experience. To future B Corps, they say to surround yourself with a village of supportive external peers.
“Don’t try and do it on your own. Get a team around you who share a passion for doing business for good. We also engaged with a B Consultant who guided us through the process.”
“It’s not an easy process and creates lots of work. A B Consultant helps guide you through each section of the application and holds everyone accountable to make sure the work gets done. And once you finally become a B Corp, that’s only [the beginning]; next time we are assessed, we want to significantly improve our score.”
— ASB
Image: ASB Branded Merchandise
Campaigning for change with The Hallway
Don’t touch that dial; this new B Corp creates ads you’ll want to tune in for. Since 2007, Australian independent advertising agency, The Hallway, has been instrumental in helping iconic Australian brands and not-for-profits grow and connect with the public through dynamic and eye-catching campaigns. Their impressive client rolodex includes the likes of Google, BINGE, Suncorp Bank, and fellow B Corp, Boody.
With offices in Sydney and Melbourne, these storytellers excel at tapping into our motivations and emotions to deliver powerful messages that capture hearts and minds within a matter of seconds.
“Our brand purpose is to be creative catalysts for a flourishing world, employing our creative, strategic and commercial expertise to drive positive impact; for our client’s businesses, society and the planet that sustains us.”
— The Hallway
Image: The Hallway
The Hallway believe in building a healthy workplace culture that not only helps their team deliver awesome results but also lets them unleash their imagination for social and environmental good. In the past three years, they have contributed over $600,000 worth of pro bono hours for purpose-driven campaigns including a collaboration with men’s mental health charity The Men’s Table and the launch of the suicide prevention campaign ‘Boys do Cry’”
“As important as the external impact of our work is the working environment and culture that all “Hallwinians” promote and protect. . . .The advertising industry can be a roller coaster ride, but with personal accountability, psychological safety, respect and care for each other at the centre of everything we do, we’re able to tackle whatever challenges we face in a healthy, conscious way.”
— The Hallway
The Hallway’s message to budding B Corps is to “not underestimate the extent of the commitment required to make it happen.” The Aussie advertising firm found it valuable to assign a ‘B Keeper’ the role of managing the process. B Keepers are what we call those invaluable individuals within our organisations who keep the B Corp Certification process running smoothly.
“Although we already had one of the agency principles and our Chief Operating Officer (COO) driving our certification efforts, we rapidly realised that we’d need a near full-time, hands-on person totally dedicated to B Corp if we wanted to get certified within our desired timeframe. Appointing this person and ensuring they had full access to all the relevant people in the agency was a key factor in us meeting our deadline. Advertising agencies are well known for their big-picture thinkers, but for this process, you need someone who is comfortable and patient in the details.”
— The Hallway
Image: The Hallway
Investing in people with VBP
VBP (Vital Business Partners) is a consultancy firm that helps organisations thrive in the financial services space. Since opening its doors ten years ago, the Australian company, with operations in the Philippines, has expanded across three offices and worked with over 260 clients.
“What makes us unique is our commitment to nurturing a culture of connection. By creating a supportive and inclusive work environment, we foster genuine relationships and team members who are empowered, motivated, and inspired. This is reflected in our Worker Assessment where we scored our highest impact score rating.”
— VBP
Image: VBP
VBP is the workplace of a mindblowing 1200 team members and they have been a certified Great Place To Work since 2021. With that many people on the payroll, it’s no wonder VBP understands the importance of prioritising their talent and the impact of a great corporate culture.
“One of our company’s core values is ‘Find A Better Way’ which speaks of initiative and innovation. This year, our internal teams have created a campaign that encourages team members to continue challenging the norm and creating solutions that can improve and transform how we do things — not only within the team but also in business improvement processes for clients.”
— VBP
Of course, VBP’s human-centred ethos extends far beyond the office and into the way they connect with their clients – making things personal and customised all the way.
“Instead of viewing clients solely as transactions, businesses should strive to understand their needs, preferences, and challenges and tailor solutions that genuinely address their concerns. This not only leads to stronger client retention and brand loyalty but also fosters a positive reputation and word-of-mouth referrals.”
— VBP
Image: VBP
So, what words of wisdom did VBP have for companies curious about starting their own B Corp journey? From their point of view, it’s all about thorough preparation.
“Understanding the core of the certification and aligning your company to the collective’s values will greatly help with certification because it means that your business is already living and practising what the B Corp movement stands for.”
— VBP
A big thank you to MONEYME, ASB Branded Merchandise, The Hallway, and VBP for taking the time to share their journeys with us. Visit the Blog to discover more newly Certified B Corporations or the Directory to explore all local Australian and Aotearoa New Zealand-based B Corps.
