Let me say at the outset that I love the B Corp movement. My company, Cotswold Fayre, was one of the first UK businesses to certify as a B Corp in 2015, and, at the time, it was amazing to discover a group of other business leaders who believed that business’s purpose is to impact the world positively.
To find others who believed that a profits-only motivation was destructive, socially and environmentally, was encouraging. I wasn’t in it alone, writes Paul Hargreaves, CEO of Cotswold Fayre.
I had come into business from the charity sector and having spent twelve years mopping up the mess in people’s lives created by business and government policy, I was determined to start a business that put people front and centre. I had been doing that, albeit in a flawed way, for 15 years before discovering the B Corp movement. Realising that there were many other businesses around doing far more and in a better way than us was a revelation, and we started moving forward.
So, B Corp has been foundational in forming us as a business and essential in breathing life into our purpose. The B Corp certification remains the most comprehensive audit of how good a business is for the world, but I have concerns for the future of the movement, and here I will outline my concerns, but also provide some signposts for optimism for the future of better business.
The growth of B Corps in the UK has been exponential over the past few years, which is great, but there are too many companies certifying now, feeling like an obligation in certain sectors, but sometimes without the cultural change alongside the certification. I interviewed a leader from a food and drink B Corp last year, who stated that the business he was leaving had not changed culturally for the better at all since becoming a B Corp a few years previously, and that’s why he was leaving.
If companies are certifying as B Corps as a destination rather than a beginning of a new chapter in their evolution, then we will fail. There is a danger that companies can treat the certification similarly to an ISO standard, maybe tweak a few things, but largely carry on as before. Becoming a B Corp cannot just be a box-ticking exercise and doing just enough to creep over a line; it must be the start of a journey that will foundationally challenge everything we do and how we do it. We may even decide to completely change our business model. If business really is going to help restore our broken planet and bring radical social justice, then it isn’t just a case of doing business better, but about creating better, different businesses.
I challenge ourselves here too. As a wholesaler and retailer, how different are we to other wholesalers or other retail and restaurant businesses? Yes, we treat our people much better than average, we do whatever we can on an environmental level, and we impact our local community and a village in Kenya in significant ways. I speak as a leader of a company that has one of the higher B Corp scores within the FMCG world. But is what we are doing going to significantly change the world? Probably not, but we absolutely must continue to do everything we are doing and much more and then one day we may move into a different dimension.
I can’t help thinking that the B Corp movement must mean more than some tweaking around the edges; we need significantly transformative and regenerative businesses, making more difference than we are currently doing. And, yes, the certification is changing next year so that companies must reach a minimum standard in 10 different areas, but how radical a change will this be? How do we move on to the next stage?
Excited by our first few years of a B Corp and wanting to encourage more businesses to become a force for good in the world, I wrote my first book, Forces for Good, which was published in 2019. However, in the writing of that book, I came to the strong realisation that if we are going to change the world for the better both socially and environmentally, then we also need to transform ourselves. It is not just about a new mindset, but about tapping into our other dimensions. We must become people and leaders with more compassion, more heart, and more soul.
Most of us in the Global North are good at mind-level actions and strategy but less good at operating on the level of soul and heart. Undoubtedly, change starts with the mind and setting new intentions for our businesses, but real change involves deepening into more love and spirituality, whatever that word means for you. It also means connecting with our inner side, nature and others in ways that we haven’t experienced before. All this is only getting back to the way our ancestors were, but we have become so dominated by our minds in the West, that we are babies in all the other ways of being.
I started to discover these ‘other ways of knowing’ a few years ago and my desire to see leaders inspiring on another level was expressed in my second book, The Fourth Bottom Line. The first three bottom lines being the well-known motif of people, planet and profit; the fourth being the personal change required to transform better businesses to regenerative ones.
Just as in the quote attributed to Albert Einstein that insanity is defined by doing the same thing again and expecting different results, we are not going to achieve the different results many of us deeply desire by using the same thinking that resulted in the mess that business has been responsible for in the world. We need a different way, a more holistic approach and one where the mind is an equal partner with our hearts, souls and somatic parts.
How do we bring this more heartfelt and soulful vibe into our businesses? Here are a few ways we do this as part of our business culture, but I will add that we are still in learning mode here:
• Engage and learn from nature. Most of the answers are out there. Have meetings in the outdoors, encourage your people to get outside and set an example yourself. Immerse yourself in nature and nature will bring the answers and change you need to see.
• Encourage emotions within your business. That means leaders being vulnerable and expressing their own emotions too. It means giving space for others to be themselves. Yes, sometimes, it may feel like stuff isn’t getting done quickly enough and it will certainly be messier, but there will be a depth to what is happening that will always be more transformative for the future.
• Create space and silence and try and move away from constant ‘productivity’. If you are lucky enough to have a quiet area within your building, then encourage people to have time outs. We have a short time of silence at the start of our meetings and take a few deep breaths which helps the brain be less dominant and the other parts of us come to the fore. Doing slightly less, we achieve more.
• Put people first even when it hurts. Learn to lead with abundance. If we really believed that putting people and the planet first will lead to profits we would sometimes behave differently. That’s why I never liked the balancing of people, planet and profit as when the pressure comes, the numbers always trump the other two. We have a rule within our business that in meetings, whatever type, we never talk about numbers first. If business leaders do that, then what do you think their people think are most important?
• Our people’s purpose needs to relate to the company’s purpose. There’s a lot of talk about purpose these days, but that is often at a company level. What about helping the individuals within our company to discover their own purpose in life? Hopefully there is a connection between the two, but if not, it sometimes means they may leave.
Yes, the B Corp framework is a fantastic tool for helping us to become a better business, but we need more than that. In today’s broken world full of injustice on a rapidly degrading planet, we need leaders and businesses that are connecting in compassion and love to nature and people. We need the people within our businesses to engage at a heart and soul level as well as at a mind level. We need our workplaces to be those where there is depth and creative life.
It is different and not always easy, but we can’t carry on as we are, can we? It’s not working. Will you join me in being a leader who is exploring new ways of being? I have been happier and more fulfilled since doing so, and our businesses have transformed beyond belief. Will you join me?
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