24th May, 2022
The other day I was talking to a friend and noticed she seemed a little down.
“Is everything okay?” I asked.
“Remember how I told you I was volunteering as a mentor for that local running club?” she said.
I nodded. She lived in a very active, but relatively small, town where there was just one local running store that had been organizing 5k, 10k, half marathon, and marathon training groups every spring and fall for years.
It was how she had made friends and built a community within just weeks of moving to town, and she often spoke of how much those experiences meant to her. So much so that she now volunteered her time to mentor the 5k group.
“The new owners are talking about canceling all of the groups because they don’t think they’re profitable enough,” my friend explained. “It’s like they don’t understand how community-building events contribute to everything, including their bottom line!”
I suddenly remembered the article I had just read about Avanade, Newsweek’s first-ever “Most Loved Workplace.” I was initially struck by the use of “love” and “workplace” in the same sentence, and further moved by their female CEO’s words in Avanade’s press release about their “Most Loved” status:
“Our mission at Avanade is to create a genuine human impact for our clients, our people, and the communities we serve”
“We strongly believe that an exceptional employee experience leads to an exceptional client experience and our goal every day is to make sure our people feel inspired, confident, and cared for.”
In fact, in every article I read about Maynard and Avanade, I heard the same statement: put people first and your business will reap the benefits.
Case study after case study proved that a human-centered approach could drive better financial results. Tracing all the way back to the Great Depression era, Marriott provided a staff doctor to make sure their employees had access to health care.
Not only do healthy, happy employees remain loyal to their companies, they also produce more innovative ideas
They knew that the only way to sustain their business was to have a cared-for staff.
Throughout the years, Marriott 'walked the talk' in their people-first mission, dismantling hierarchies (the CEO and executive leaders buy lunch and eat in the cafeteria just like everyone else), suspending the healthcare eligibility rules during the 2008 recession (so even when they cut back hours, employees still had access to health benefits), and creating the industry’s first holistic well-being program.
Not only do healthy, happy employees remain loyal to their companies (reducing overhead costs from constant turnover), but they also produce more innovative ideas, better serve customers, and ultimately increase a company’s ROI. A study by Gallup showed that prioritizing employee engagement can increase sales by 20%.
“Our company is focused on health and healthy people - everything we work on is designed to make people’s lives healthier.”
“the patients, doctors, and nurses, to mothers and fathers and all others who use our products and services.”
“a designation that a business is meeting high standards of verified performance, accountability, and transparency on factors from employee benefits and charitable giving to supply chain practices and input materials.”
In other words, a B-Corp-certified company is prioritizing its employees, the community at large, and our shared environment. While it’s issued by B Lab, a global nonprofit organization, the B-Corp certification is a private certification for qualifying for-profit companies. As of the date of this article, they’ve certified over 5,000 companies across 78 countries.
The B-Corp certification puts the focus on:
- Interconnectedness: acknowledging that people and planet are intrinsically linked and one cannot thrive at the expense of the other
- People over profit: recognizing that businesses serve more than just shareholders
- The big picture: people want to work where they believe and know that their contributions matter
“That is heartbreaking,” I told my friend after she shared her local running store concerns. “If some of the largest companies in the world can get this right, they can, too.”
The real bottom line: Companies are made of people, not profits. When one of us wins, we all do.
Learn from Oxford about how to become a B-Corp here
Read our 2022 B Corp Impact Report here
If you have any questions or queries then please do get in touch
4 minute read —
People, Planet + Profits: can they coexist in corporations?
The proof that a human and planet-centered approach could drive better financial results isn't recent, it traces all the way back to the Great Depression era. Here are some examples that pre-date the B Corp movement.
Inspiring a culture of creativity in marketers
Are we so focused on filling the gaps on digital and functional skills, that we are at risk of losing sight of behavioural skills? While AI and machine learning may take over some of our tasks tomorrow, these human capabilities will become the real differentiators of a great marketer.