As we come to the end of my favourite month, B Corp Month, it’s the perfect time to shout about why PR agencies with a B Corp certification are setting the standard for ethical communications. With YouGov finding that over 60% of consumers are sceptical about brands’ sustainability claims, trust is in short supply, and in this landscape, communications can make or break that trust. Done right, it’s a powerful force for change, helping businesses to tell honest stories, hold themselves accountable and engage their audiences in a meaningful way. Done wrong? It fuels greenwashing, spins half-truths and props up businesses that aren’t genuinely committed to change.
That’s exactly why the 344 UK B Corp-certified marketing and communication agencies (according to B Lab) are stepping in to be part of the solution.
What Is B Corp, and Why Does It Matter for PR?
For anyone who hasn’t come across it before, B Corp (short for Benefit Corporation) is a global certification awarded to businesses that meet the highest standards of social and environmental performance, accountability, and transparency. B Corps commit to balancing profit with purpose, actively working towards a more inclusive and sustainable economy.
So, what does being a B Corp mean for PR? Quite a lot. In an industry that has been criticised for glossing over uncomfortable truths, B Corp PR agencies are flipping the script.
What Sets B Corp PR Agencies Apart?
Let’s be honest: PR hasn’t always had the best reputation when it comes to ethics. But this is exactly where B Corp PR agencies are making a positive change. They actively choose to work with businesses that are making a positive impact, using comms as a tool for accountability rather than just reputation management and brand awareness. That means saying no to misleading narratives and yes to real, honest storytelling.
The B Corp certification acts like a cheat sheet for ensuring a business prioritises people, planet, and purpose. We’re not perfect, but we’re committed to improving every day. That’s why we certified The Wilful Group this year. But we’ve actually been part of this movement for a while. Within our group, the corporate agency Gong Communications was one of the first PR agencies to achieve B Corp certification back in 2017. And with our group certification, our consumer digital innovation firm, Cherish PR which always shared the same values, joined the fold too. fold too. We’re proud that through this collective effort, we’ve achieved our highest certification score yet of 97.
The Power of Honest Storytelling
B Corp PR agencies are leading the charge because they’re committed to transparency. They don’t just push out polished press releases; they help businesses communicate authentically, even when the story isn’t perfect.
Consumers, stakeholders and journalists can sniff out inauthenticity from a mile away. B Corp agencies understand that honesty is the only way to build real trust. They set the standard for responsible storytelling. There’s a fine line between championing sustainability and overhyping progress, and B Corp agencies make sure their clients don’t cross it. They push businesses to be upfront about where they are on their sustainability journey, what’s working, what’s not and what’s next because let’s face it, no company is perfect, and people respect honesty over empty or broken promises.
The Challenges of Ethical PR
Of course, this approach comes with challenges. One big question in the industry is whether B Corp PR agencies should work with companies from historically unsustainable industries. No sector transforms overnight, but if a company is genuinely trying to improve, PR can play a role in helping them communicate their progress or even push them to be more transparent about where they still need work. In this way, comms becomes part of the solution rather than reinforcing the status quo.
Ethical Comms Is More Than Just Messaging
But ethical PR isn’t just about messaging, it extends to every aspect of communications. B Corp agencies look at the bigger picture of sustainability, from advising on biodegradable event materials (for example, we make name badges from seed paper so attendees can plant them afterward) to considering the carbon impact of influencer campaigns (something we’re currently working on). B Corp PR agencies are focused on not just what you say, but how you say it.
And it’s not just about individual agencies doing their bit. One thing that sets B Corps apart is the collaborative mindset. As a B Corp, we don’t see competitors, we see peers. We work together to create a more ethical and innovative PR sector, sharing knowledge and fostering partnerships that drive real change. The more agencies that get on board, the better for everyone.
But perhaps the most important aspect of a B Corp PR agency is its people. The B Corp assessment process ensures that teams are not just aligned with ethical and sustainable practices at work but also in their broader approach to life. That means working with professionals who live and breathe sustainable practices every single day.
What’s clear is that the industry is shifting. In the last three years, B Corp-certified marketing and communications agencies have grown by 142%. Are sector is recognising that integrity and transparency aren’t just nice-to-haves, they’re what businesses and consumers expect. It’s becoming the standard, as it should be.
