February 19th officially kicks off the “Vote Every Day” campaign for Certified B Corporations across Canada. (see full press release below) As a Certified B Corporation, TACK10 certainly believes in the power of operating with Purpose, but we wanted to hear from our Group President and CEO, James Chalmers to get his take on this campaign and the trend in consumers buying habits.
In a recent article that was published by Charity Village James was quoted saying “According to both the Nielsen Corporate Social Responsibility Study (2014) and the Ipsos “Marketing Causes to Canadians in Today’s Changing World” (2017) report, Canadians are acting with their wallets and are making active daily decisions which involve and impact cause. 87% of consumers are willing to buy one product over another, 91% are willing to switch brands, 57% will pay when a brand’s cause values are aligned with their own. These pieces of data tell a remarkable story. Brands that authentically support cause and integrate it within corporate DNA are seeing sales increases of 25% compared with those that don’t integrate cause.”
Thoughts on This Campaign
“The Vote Every Day campaign is good, but the value I place on it is much different than the intended impact it is meant to have. North American consumers are already voting through their daily purchases. They are switching brands and willing to pay more for products that come from companies who values genuinely align with their own. This campaign is meant to be geared towards consumers, when really the biggest value and impact it will have is with businesses. It brings further attention to this movement and forces businesses to reflect on their purpose and hopefully it leads to action with companies doing more to integrate and lead with purpose. There is no shortage of high profile examples of this… Consumers demand to know what brands stand for and expect them to take positions on social issues.”
Certified B Corporations Launching a ‘Vote Every Day Campaign’ to Help Canadians Support Businesses That Do Better
Top Business Leaders Join Forces to Show People How They Vote Every Day for a Better World
(Toronto, Ontario)—Canadian Certified B Corporations—part of a global community of more than 2,600 companies using the power of business to solve social and environmental problems—have launched the “Vote Every Day” campaign in the lead-up to B Corp Month in March 2019.
The campaign will spotlight the important role that for-profit businesses play in addressing the social, environmental and economic challenges facing Canadians. Numbering more than 240 in Canada, Certified B Corporations are businesses that were evaluated by the third-party, non-profit B Lab for their commitment to improving equity; creating high-quality jobs; encouraging environmental sustainability; driving local prosperity; and building stronger communities.
“Certified B Corporations do more than just meet the highest standards of social and environmental performance, accountability, and transparency: we are leading a broader movement to use business as a force for good,” said Natacha Gouveia, Head of Communications for Danone Canada, the country’s largest consumer-facing B Corporation. “Consumers are craving change. They expect companies of all sizes – from the smallest start-ups to the largest multinational organizations – to help change the world for the better. People are more empowered than ever to support businesses that are aligned with their values, and the goal of this initiative is to help Canadians make the most informed decisions. By supporting a Certified B Corporation, consumers become part of the movement, as we work together to benefit people, communities and the planet.”
The “Vote Every Day” campaign celebrates the importance of using business as a force for good, while educating stakeholders and consumers about the benefits of supporting Certified B Corporations by buying from, working for, and doing business with these companies.
“People have a voice that gives them the power to vote for what they believe in every day, by supporting brands that reflect their values. People deserve to know what their money supports, and by choosing B Corps, they can rest assured the products and services they purchase are creating an equitable and just society,” says Anthea Kelsick, Chief Marketing Officer of B Lab, the non-profit that certifies B Corporations and serves a global movement of people using business as a force for good. B Corps are committed to creating a global community that seeks to be a force for good in the world. The “Vote Every Day” campaign is just another step in creating the society we all want to see, one where everyone can thrive.
About Certified B Corporations
Certified B Corporations are businesses that meet the highest standards of verified social and environmental performance, public transparency, and legal accountability to balance profit and purpose. B Corps are accelerating a global culture shift to build a more inclusive and sustainable economy. Today there are more than 2,600 Certified B Corporations across more than 150 industries and 50 countries, unified by one common goal: to redefine success in business. Any company can measure and manage social and environmental performance at http://bimpactassessment.net.
Learn more about B Corp certification at https://bcorporation.net/certification.
Read stories about the community of Certified B Corps and the movement of people using business as a force for good on B the Change: http://www.bthechange.com.