Last week, Ryan Holmes, CEO of Hootsuite, announced in a blog post that the company is now a B Corporation.
Joining the ranks of companies like Etsy and Patagonia, B Corporations are certified by non-profit B Lab, which expects B Corporations to meet rigorous standards, ranging from environmental performance, accountability, and transparency. B Lab also helps companies figure out how they measure up against other B Corporations, in addition to the legal requirements needed to become certified for B Corp status.
“We became a B Corp because we were looking for a way to measure our impact and see how we stacked up against other socially conscious companies,” Holmes said. “When we filled out the B Impact Assessment, we found that a lot of the practices we had in place were in line with what other B Corps are doing, so it made sense for us to join the growing movement.”
While evaluating the areas in which companies excel, B Lab also identifies which areas those companies need to improve. “We are now measuring our environmental footprint across our offices, we implemented an emission reduction plan and we’re also measuring the diversity of our workforce,” said Aki Kaltenbach, corporate social responsibility strategist at Hootsuite. “You can’t manage what you don’t measure, and the B Impact Assessment compels companies to recognize areas for improvement.”
“I became involved in social media because in part because I believe it’s a truly revolutionary form of communication that can change society,” Holmes said. “My hope is that we also inspire other companies to become B Corps and join the movement.”