Our worldview determines our business philosophy and strategy – the WHY of our actions. The long-standing business worldview has been: (1) a for profit corporation is a profit center for shareholders, and (2) a non-profit serves a higher humanitarian purpose. To reflect the emerging social consciousness in business, there is a modernized addition which combines these two approaches: the B Corporation.
B Corps are for-profit companies that meet certain social and environmental criteria. They can be certified by B Lab, a nonprofit that assures the company is in alignment with these principles. B Lab reports that in May, 2025, there were 9,860 certified B Corps across 159 industries in 105 countries worldwide.
In the US, The Business Roundtable (BRT) is an association of CEOs of America’ s leading companies. In 2019, these CEO’s released a statement called The Purpose of a Corporation. In it, 181 CEO’s committed to leading their businesses for the benefit of ALL stakeholders: customers, employees, suppliers, communities, and shareholders.
Getting certified can be an arduous process, and many businesses are operating “consciously” without that formality. Check the mission statement, vision, and practices of businesses to decide if they are “conscious”. While my corporation is not certified, it operates like a B Corp. From the inception in the 1990’s, I have followed conscious business guidelines, from using recycled materials to transparency of operations to subcontracting with other conscious entrepreneurs.
REFLECT:
Personally: Are you a conscious consumer? Do you choose conscious businesses to patronize?
As a Leader: What is your organization’s worldview toward doing business?
How could you make it more “conscious” about social and environmental impact?
US B Corps include (but are not limited to):
Toms – toothpaste
Alter-Eco – non-GMO chocolate
Seventh Generation – eco-friendly cleaning products
Thrive Market – groceries
Sir Kensingtons – condiments
Athlete – women’s active wear
Patagonia – outdoor clothing and gear
Bombas – appareil
All Birds – tennis shoes
Beauty Counter – skin care and make-up
King Arthur Baking Company – flour and baking products
Olilop – healthy sodas
Traditional Medicines – wellness tea
Saalt -clean period products
Rebbl – coconut milk beverages
Butcher Box – consumer meat
APPLY:
Personally: Replace a “regular” business you patronize with a B Corp or other conscious business.
And move as much of your buying as possible to conscious businesses.
As a Leader: Create a strategy to align your business with B Corp principles.
