A global campaign to celebrate the B Corp community and showcase what being a Better Business looks like.

March 2021

B Corp Month Campaign Toolkit

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In this toolkit you’ll find:

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About B Corp Month

A global campaign to celebrate the B Corp community worldwide.

Campaign idea

Take a look at the thinking behind this year’s campaign guiding idea: ‘Better Business’.

Campaign assets

Wide variety of executions available in different formats ready to be posted with copy suggestions.

Campaign flow

Connect to your audiences through a series of themes that outline what it means to be a B Corp.

Co-branding guidelines

The editable files are available for you to create your own assets within the spirit of the campaign.

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Make the most out of it

Suggestions to plan the campaign and maximise the engagement results.

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  • About B Corp Month

Every year during March, B Lab and the global B Corp community join together to celebrate everything that means to be a B Corp, while in the process we build awareness and educate diverse audiences on our achievements and the importance of the movement to transform our economic system for the better. Talking about what it means to be a B Corp, we build meaning, understanding, and trust around the B Corp Certification.

By coordinating our communications throughout the community during B Corp Month, we expand the reach of our message across multiple channels and touchpoints, creating the consistency and ubiquity required to increase brand awareness.

This is a global initiative with B Corps from different sizes and industries participating all around around the world, and it is therefore an opportunity to collaborate beyond individual companies on the greater movement and the people who propel it forward every day.

2. Campaign idea

This year, our campaign invites the global B Corp community to show the rest of the world what it means to be a Better Business. This concept encompasses all of the different ways that, as businesses, we are striving to do better and allows us to talk about how the B Corp certification puts us a step ahead of the curve. Throughout March we are encouraging all B Corps to engage with their customers, employees and the wider B Corp community to tell in their words what it really means to be a B Corp and share their individual stories to becoming a Better Business.

As more and more companies are addressing social and environmental issues, customers are becoming increasingly sceptical about the weight behind these claims, which is why we, as B Corps, should also have the evidence to back it up. So, whilst we’ve created a range of easy-to-use assets to help you get involved, don’t be afraid to add your own business’ flair and get specific with the steps you’re taking towards a better world.

Greater Purpose

What does it mean to be a Better Business?

Higher Standards

Why can we say we are a Better Business?

Bigger Impact

How can we prove we are making a positive impact on the planet?

Better Together

What are we building towards collectively: B Corps, customers and employees?

Being a ‘Better Business’ means embarking on a journey of constant improvement to ensure you continuously exceed the expectations, demands and needs of society and the planet. B Corps are examples of better businesses, proven by their verified B Corp certification and their commitment to placing all stakeholders at the centre of their decisions.

Through a month of digital and social media activations, the value of each B Corp as a Better Business will be highlighted. The following four themes will take the campaign audiences through a flow, from education to inspiration and finally to taking action by choosing to buy from, and engage with a B Corp.

3. Go with the flow

We have created a comprehensive and flexible set of assets for your brand, employees, brand ambassadors and advocates to use in the way to best suit your communication plans.

In the next few pages we showcase a variety of executions which are available in many different formats and with some suggestions of texts to accompany them on Social Media. The assets can be used as they are, but they are also adaptable to your branding, and we invite you to create your own versions to celebrate your particular achievements or highlight where you’re focusing your efforts. Please have a look at the co-branding style for guidance and an example of a co-branded asset.

4. The assets

Twitter Live Q&A

Details

  • March 1st - Opening day of B Corp Month
  • 9am PST | 12pm ET | 5pm GMT | 6pm CET
  • The hashtag to use is #WhyBetterBusiness and the handle is @BCorporation
  • The answers to the questions will come from:
    • Prof. Christopher Marquis - Academic and author of the book “Better Business: How the B Corp Movement Is Remaking Capitalism”
    • Juan Pablo Larenas - Executive Director, B Lab Global
    • Hana Kajimura - Sustainability Manager, Allbirds
    • Pavithra Ram - Impact Navigator, Tony's Chocolonely

Activity Description

We want to provide an open and easily accessible space through which the general public can engage in a conversation that will allow them to understand better what it means to be a certified B Corp. Twitter users all around the world will be able to ask questions through tweets and get responses from a panel of representatives from the B Corp community, an academic expert, and B Lab Global’s Executive Director.

You can download all these assets here.

Suggested Copy:

A better way of doing business is not only possible, it’s happening already, all around the world. At {Company}, we’re proud to be one of thousands of Certified B Corporations, meaning we meet the highest standards of verified social & environmental performance, transparency, and accountability. We invite you to take part in a live Twitter Q&A with various voices from the B Corp Movement to learn more about what it means to be a Better Business. Get your questions ready for March 1st at {relevant time}, and fire them away to @BCorporation using the hashtag #WhyBetterBusiness

This is recommended as an opening post, to share on all your social channels on 1st March.

Imagine the impact created if all B Corps around the world share the same message on the same day!

Suggested copy for the post:

Happy B Corp™ month! 🎉

During March, we’ll be joining a global community of almost 4,000 businesses to celebrate what it means to be a Certified B Corporation™ and share our story to becoming a #BetterBusiness.

So, if you’ve ever seen us (or other brilliant businesses) wearing the #BCorp badge and wondered what it’s all about, now’s the time to find out.

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Download all the execution’s assets here

Suggested copy for the post:

[Generic version]

It’s not just about what we do; why and how we do it are just as important.

Being a #BCorp is more than just creating something great, our underlying purpose is the reason we exist and what drives us to do #BetterBusiness every single day.

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[Adaptable version]

It’s not just about what we do; why and how we do it are just as important.

For {company}, being a #BCorp is more than just creating something great. Our underlying purpose is the reason our {product/service} exists, and what drives us to do #BetterBusiness every single day.

At {company}, our mission is {mission}.

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Download all the execution’s assets here

ANIMATED GIF

Suggested copy for the post:

[Generic version]

#BetterBusiness is creating a company that’s built around core values. This is why, as a Certified B Corporation™, we’ve embedded them into our business.

Together with the global #BCorp community, we believe in putting people and planet before profit and that business should be a force for good.

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[Adaptable version]

For us at {company}, #BetterBusiness is creating a company that’s built around core values. This is why, as a Certified B Corporation™, we’ve embedded them into our business.

Our values are {values}. Together with the global #BCorp community, we believe in putting people and planet before profit and that business should be a force for good.

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Download all the execution’s assets here

Suggested copy for the post:

The way we all do things and the choices we take have an impact on each other and on future generations. One way in which as a B Corp™ we are a #BetterBusiness, is that we’re not just responsible, we’re also held accountable for these actions and choices.

To maintain our #BCorp certified status, we verify and update our score every three years, measuring our performance and improvement in five categories: governance, workers, customers, community, and the environment. The strict assessment makes sure we meet the highest standards of transparency and legal accountability every time.

Want to see how we scored? In the spirit of transparency, our B Impact Report is publicly available. Take a look here! {Link to company’s report}

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Download all the execution’s assets here

This post provides a great opportunity to further engage and interact with your audience. We suggest you create a competition for your customers and/or employees if you have the option to do so.

Suggested copy for the post:

As part of the almost 4,000 strong #BCorp community, we’re always in a journey to keep improving. And knowing what being a ‘Better Business’ means to you helps us steer in the right direction. So please tell us in the comments:

What does #BetterBusiness mean to you?

{If you have the option to create a competition, include here the mechanics with a link to the terms and conditions. B Lab will not be liable for any competitions run by individual B Corps.}

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Download all the execution’s assets here

This is an opportunity for you to talk about some of the specific points that showcase how you are facilitating social change. Don’t be shy, let’s celebrate together the actions you’ve taken that make you feel proud!

Key message for you to tailor and take as a guide:

“This is how we’re facilitating social change”

Thought starters:

  • What is the culture you strive to promote in your business?
  • What are the some of the social initiatives or employee benefits you offer?
  • How do you extend the positive impact to the wider community?
  • Can you share some of your plans to keep on supporting your customers, employees, communities and society as a whole in the short, medium and long term?

Don’t forget to include the campaign hashtags!

#BCorp #BetterBusiness

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Download all the execution’s assets here

This is an opportunity for you to talk about some of the specific points that showcase how you are facilitating environmental change. Don’t be shy, let’s celebrate together the actions you’ve taken that make you feel proud!

Key message for you to tailor and take as a guide:

“This is how we’re facilitating environmental change”

Thought starters:

  • What processes do you have in place day-to-day or embedded into your product/ service to protect the environment?
  • Are there any broader environmental initiatives you are currently working towards?
  • How do your actions contribute positively to global issues and how can your customers get involved?

Don’t forget to include the campaign hashtags!

#BCorp #BetterBusiness

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Download all the execution’s assets here

The 8th of March is IWD. The B Corp movement joins the celebration of the tremendous efforts by womxn and girls around the world in shaping a more equal future. Add your voice to this celebration on March the 8th by sharing the ways in which you are championing equality.

Key message for you to tailor and take as a guide:

“This is how we’re promoting gender equality”

Thought starters:

  • Share your company’s approach to gender equality
  • Celebrate the womxn in your company. Explain the way in which they constantly bring forward the business and the community.

Don’t forget to include the campaign hashtags!

#BCorp #BetterBusiness

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A version of the assets is also available with the spelling “women”

Download all the execution’s assets here

This is an opportunity to celebrate what the B Corps have achieved as a community. We suggest you use the images in a carousel format, and we encourage you to also include your own specific collaborations.

Suggested copy for the post:

When it comes to global change, being a #BetterBusiness means choosing collaboration over competition every time. As part of the #BCorp community, we’ve helped contribute to some amazing achievements and in this way, together we’ve moved the world of business in the right direction.

Here are just a few of the reasons why we’re proud to be part of this global movement…

  • B Corps are 2.5 times more likely to be carbon neutral than ordinary businesses
  • B Corps are 71% more likely to offer paid time off for community service in comparison to ordinary businesses
  • B Corps are 75% more likely to hire workers from chronically unemployed populations than ordinary businesses

Download all the execution’s assets here

Suggested copy for the post:

Being a #BCorp means operating on a triple bottom line, where people, planet and profit are all considered in our business decisions. But the collective vision of the transformed economic system that we’re building as a community is even bigger than this.

An inclusive and sustainable economy is built by everyone who works for, buys from, invests in and supports businesses that are striving to create shared prosperity for everyone.

Join us and become part of this new economy by choosing to buy better, work better, and do better every day. #BetterBusiness is better for all.

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Download all the execution’s assets here

Suggested copy for the post:

Racism is a global crisis. To eradicate it, businesses have a leadership role to play that goes beyond rhetoric and puts words into practice.

For us, this includes:

👉🏿 Learning about racism, marginalisation and oppression in {business location} and sharing our learnings with the B Corp community

👉🏾 Engaging with and supporting local anti-racism initiatives

👉🏼 Providing a platform for the voices of Black, Brown, Indigenous and marginalised peoples

All around the world, Certified #BCorps are taking action to dismantle racism in their communities, businesses, and the system at large. Together, we are a force for good in the fight against injustice.

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{Feel free to edit the above bullet points and replace with specific examples of your anti-racism initiatives}

Download all the execution’s assets here

This post provides the opportunity for companies to talk about the steps they are taking to deliver against the Sustainable Development Goals. We highly encourage B Corps who are using the SDG Action Manager to manage their impact to adapt and share this post.

Suggested copy for a generic version of the post:

Being a #BCorp and a #BetterBusiness means playing a part in delivering against the Sustainable Development Goals - the blueprint to building a better world for people and our planet by 2030.

Using the #SDGActionManager, we are able to understand our current contribution to the SDGs and set goals to further improve our impact.

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[Adaptable version]

Being a #BCorp and a #BetterBusiness means playing a part in delivering against the Sustainable Development Goals - the blueprint to building a better world for people and our planet by 2030.

Using the #SDGActionManager, {Company} is able to understand our current contribution to the SDGs and set goals to further improve our impact. For example, we have introduced {action} to take action on {SDG #}.

Download all the execution assets here

This post provides a great opportunity for your employees to share their pride about being part of a purposeful and committed company. You can encourage them to share this post from their own social channels, adding why they are proud to work for a B Corp.

{Every employee will have a personal story to tell. We suggest they talk about the company values that resonate with them more profoundly and how they feel that together with their employer they’re contributing towards a better world}

General idea

I’m proud to work at a #BCorp! {Company} is a #BetterBusiness that prioritizes people and planet.

Don’t forget to include the campaign hashtags!

#BCorp #BetterBusiness

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Download all the execution’s assets here

This is recommended as the closing post of B Corp Month, to share on all your social channels on the 31st of March. Much like the opening post, having all B Corps around the world share the same message on the same day would create a very powerful thunderclap!

Suggested copy for the post:

Being a Certified B Corporation™ means so much more than just having a badge of honour: it means we belong to a global community of like-minded businesses that we’re very proud to be a part of.

That’s why we want to end B Corp month by sharing some of our favourite #BCorp businesses in all sorts of industries.

Take a look at some of the amazing companies who are doing #BetterBusiness and next time you’re searching for a product or service, buy from a business you can believe in.

{You can tag and/or include in a carousel fellow B Corps that you’d like to promote}

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Download all the execution’s assets here

Complete list of assets for Social Media (1 of 2)

Complete list of assets for Social Media (2 of 2)

Available formats ready to use

(In addition to previous page):

Facebook Cover photo: 820 x 312

LinkedIn personal cover: 1584 x 396

Available format ready to use:

Gif

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Additional assets for employees

Zoom backgrounds:

  • Download the images here
  • Open Zoom
  • Go into “Preferences” or “Settings”
  • Find and go to “Background & Filters”
  • Click the “+” in “Virtual Backgrounds”
  • Find the backgrounds you just downloaded and select them

Email signatures

We recommend talking with your IT team about the best way to implement these signatures in your email client so you avoid any conflicts with firewalls or other similar tech obstacles.

Instagram Story Sticker

How to Use Instagram Story Stickers:

  • From your Instagram Story, tap the to add GIF stickers.
  • Search for “#BetterBusiness”
  • From there, you can add and layer as many GIF stickers to your Stories as you want!
  • You can also upload the GIF directly to social media by downloading it here.

Hashtags:

#️⃣ #BetterBusiness

#️⃣ #BCorp

5. Co-branding and adapting the assets

Adaptation: In this example Hoxby is focusing on its efforts to create a happier society through a world of work without bias.

You can use the master files available to adapt and create your own assets to talk about specific efforts and achievements you want to celebrate during B Corp Month.

Please take into account the following considerations:

  • Make sure images and copy are always legible
  • If in doubt, use the online Accessibility tool to check colour contrasts and copy legibility.
  • Do not modify the colours of the campaign logo “Better Business”.
  • Use only the B Corp colour palette for fonts and backgrounds. Feel free to use tints and shades to add variety and contrast to the assets.
  • For the sole purposes of this campaign, we have used Pragmatica Extended Black on the headline. The use of this font is approved as an exception for this campaign. We have a creative license to use it in order to create a new look and feel for this campaign only.
  • Helvetica Neue is B Corps’ primary typeface; please use it for anything related to the B Corp brand.
  • All other regular B Corp brand guidelines still apply.

6. Maximising the campaign efforts

Some final tips and suggestions:

  • Form a team of employees who will help drive the internal and external conversations;
  • Review your B Impact Report - are there any stories, initiatives or achievements you’d like to highlight with this campaign?
  • Map your activities across the four (and a half) weeks of March. Do you want to use any of your own key messages or will you be choosing some of the prepared assets?
  • Draft an introduction email or a special newsletter to your employees, providing information about B Corp, the assessment, your scores and its alignment with your strategy and culture. Engage with them - ask them to be part of the social media campaign resharing your posts or even create their own; make sure they use the #BetterBusiness hashtag.

For any questions or requests, please write to globalcommunications@bcorporation.net