Why secure b corp certification?

Joe Ronan

Joe Ronan

We are proud to be a B Corp

Securing a B Corp certification doesn’t come easy. It takes commitment, grit, and determination to hold an award that represents finding a balance between making a profit and doing what’s right for our environment.

One Tribe is honored to be a part of the B Corp community with over 3500 B corps worldwide who work towards a higher purpose beyond profit. Below we will discuss why we think all businesses should look at securing their B Corp certification.

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B-Corp certification

One Tribe is officially B Corp and proud

At the beginning of 2021, we received some fantastic news from the B Lab team which transformed One Tribe’s journey. We successfully certified as a B corp with a score of 95.2! Attaining the B corp status had been an aspiration for our founders since day one and now, we can proudly say that this score is a reflection that our efforts have paid off. 

We have now joined 3500 other B corps around the world which include Ben & Jerrys, Patagonia and Innocent. This means that, like them, we are now verified with full transparency to meet the highest standards of social and environmental performance. We will ensure that our e-commerce partners are held accountable, and prove to their respective customers that they are responsible for their environmental impact and are contributing to global conservation.

Earth is more valuable than money

What being a B Corp means

“Becoming a B Corp is comparable to what the USGBC’s LEED certification is for the green building movement, or the Fair Trade validation is for coffee roasters.  

Certified B corporations are businesses that uphold the highest standards of social and environmental performance, public transparency and legal accountability to find the right balance between profit and purpose. The B corp community is driving a global movement trying to use business for a higher purpose beyond profit. 

It began in 2007, administered by the non-profit B Lab with only 82 B corps certified at that time.
Today there are now over 3500 certified B corporations in more than 70 countries and we’re proud to contribute to this movement.

Achieving this status is no easy feat though. Securing the status required a thorough B impact assessment with a full evaluation of the company’s impact on its workers, customers, community, and environment. This proves that any business applying is working towards a cause beyond profit and is focusing on the future of sustainability.

How to not be fooled by greenwashing

How becoming B Corp magnified the One Tribe mission

Since day one B corp certification was always high on the One Tribe agenda. Achieving this status solidified that we have successfully  integrated the key principles of transparency, environmental performance, and accountability for our partners, customers, as well as their customers.

 

Being part of this revolution was pivotal for us achieving our long term goal of having a major impact in combating the climate crisis. Now more than ever, consumers are conscious of where their money goes with 70% wanting to know what the brands they support are doing to help with social and environmental issues. We wanted to make it possible for our e-commerce partners to fund global conservation through micro donations made via their transactions. 

 

Through cumulative financial input, the causes vital to our planet and society can be heard. B corp certification is independent proof that we’re delivering on being equally accountable for our environmental impact and contribution towards global conservation.

Dress for a sustainable fashion future

Greenwashing isn’t green 

Greenwashing. It’s a deceptive marketing tool in which a company, product, or practice is promoted as being environmentally friendly whilst their environmental and sustainability record contradicts that claim. Greenwashing is rife within fashion. Those who use the tactic in pursuit of boosted sales end up contributing further to 10% of greenhouse gases globally produced by the fashion industry, deceiving their customers in the process.

More than ever businesses now use buzzwords like ‘sustainability,’ ‘eco-friendly’ and ‘green’ to market products. Brands have now recognized the growing market for sustainability-focused marketing campaigns, the market is set to grow to $8.25 billion dollars by 2023. 

One of the reasons for this growth is due to the spending power of millennials and their increased interest in sustainability, causing businesses to jump on this trend simply for the motive of selling more products. Before purchasing from eco-fashion brands, look at the facts or figures that support their eco-friendly claims as, more often than not, they could be trying to greenwash you.

Who is greenwashing us?

H&M

In 2019 H&M were called out for launching a ‘Conscious Collection – a sustainable style collection with environmental benefits. Using well-known actress Rosario Dawson to market this collection, H&M claimed that every product was made from a sustainably sourced material such as recycled polyester, Tencel or 100% organic cotton.

The director of the Norwegian Consumer Authority slammed their efforts of trying to mislead consumers, citing the information given as “not sufficient as it did not specify the actual amount of recycled material for each garment” or the actual environmental benefit. So, when purchasing any products that position themselves as sustainable, make sure to look for the numbers, not the words.

Sustainability Roadmap Goals

Inditex

Another major fashion icon, Inditex the parent company of brands such as Zara, Massimo and Oysho – has claimed ambitious sustainability targets for a company built on fast fashion. They set the target of their brand portfolio consisting of 100% sustainable cotton, recycled polyester and sustainable linen by 2025. In addition to 80% of their headquarters, logistics and stores being powered by renewable energy.

According to Mark Sumner, lecturer of fashion and sustainability at the University of Leeds in England, even if a brand says they are using more eco friendly materials such as polyester and cotton, it still has an impact on water consumption and carbon emissions. Producing these materials uses fossil fuels, which are accelerating climate change and fast fashion is a major contributor towards that. 

For Inditex, it seemed to be presenting appealing percentage figures without adequate knowledge and action to support them. A company built off fast fashion is unlikely to turn their business model into a sustainable one that quickly. We’ll have to wait till 2025 to judge them on that. 

Being B corp certified sets us apart from brands that throw labels around like no tomorrow. Standing out from the greenwashers in business, One Tribe have agreed to the B corp declaration of independence. We stand against false labelling.

 

What we plan to do next

So, it is clear that talking about making a difference has to go further in today’s society than just posting a black square to fight for global social change. It is not merely the responsibility of government and nonprofits but of everyone to do their part. One Tribe wants to uphold the moral environmental responsibility of all its partners and encourages other businesses to support this cause, and live up to promises that are made to consumers. With B-Corp status, we now have the credibility to hold businesses to account. 

We scored 95.2 – a higher than the average score most organisations aim to achieve. But this is only the start and we’re constantly looking at ways to improve with strides being made each day. We have big plans to triple our figures by 2024 and improve on our environmental impact score. Until our recertification, we will keep our community updated on our progress every step of the way so keep an eye out for further updates coming soon.

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