It’s the final day of B Corp month 2022, but what does it mean & how can you drink more sustainably?
It has been a busy month for the 4,000+ B Corp certified businesses around the world as we shared inspirational stories and insights into our inner workings, revealed initiatives that are having a positive impact on communities and the planet and spread the word far and wide about B Corp and what it represents. Throughout March Hattiers has partnered with fellow B Corps such as Bruichladdich, The Botanist Gin and Vita Coco, attended Sipsmith's sustainability panel talk and were on the shelf at B Lab's first ever pop-up, the Good News store in London. Our wonderful design team Kingdom & Sparrow also partnered with Nice and Serious and Innocent following a collaborative day with the Hattiers team at Fruit Towers to deliver the global assets for the Behind the B Campaign - but why does this all matter?!
Sustainability has reached a tipping point. As consumers increasingly embrace social and environmental causes and begin to actively seek brands and products that align with their values, they hold a supreme power by supporting the causes that are important to them with their purchasing decisions and are often happy to pay a premium for more sustainable products. But how do you choose which products to buy?
We lift the lid on why you should look for the B Corp logo next time you’re topping up your sustainable drinks cabinet.
B Lab is the non-profit network transforming the global economy to benefit all people, communities, and the planet.
It seems that almost every brand nowadays has some form of sustainability pledge or socially responsible mission to shout about, and the waters can get somewhat muddied with false or misleading claims and greenwashing, so to find a drinks brand that you can trust, as well as one that makes the best products within their category can be somewhat mind boggling.
Most consumers fall into one of two segments: Value-driven consumers, who are primarily concerned with getting their money’s worth and select brands based on price and convenience; and Purpose-driven consumers, who select brands based on how well they align with their personal values and who are willing to “walk the talk” when it comes to sustainability, changing their behaviour, and paying more for brands that get it right. Deloitte found last year that ethical and sustainability issues remain a key driver for consumers, with 1 in 3 also claiming that they have stopped purchasing certain brands due to related concerns. Over the last 12 months, depending on the category, certain brand values have shown themselves to be particularly significant when deciding to shop sustainably or ethically. Waste reduction (68%) or sustainable packaging scores highly (69%) when grocery shopping; and a reduced carbon footprint is also valued highly (48%). For those who haven’t adopted a more sustainable lifestyle, 34% claimed that a lack of information and trust was the reason for them to not choose brands that have ethical practices and values; so, who should you pay attention to?
Image Source: Deloitte
Customers have been able to buy ethically produced products certified by the likes of Fairtrade, Soil Association, Biodynamic, FSC and so on for many years and we’re all familiar with their standards now, however these certifications focus only on the products themselves and not the bigger picture. This is where B Corp comes in. The highly coveted B Corp certification goes above and beyond all others by scrutinising a company’s entire social and environmental impact to the finest detail, from the product itself to how they treat their workers, communities, customers, stakeholders and the environment, and motivates them to continuously improve. The last 20 years have been about good products, the next 20 years will be about good companies.
Above: The 5 impact areas that all B Corps are measured against.