Agencies can glean insights from Havas New York's acquisition of the B Corp certification.
Havas New York Becomes First Advertising Agency to Achieve B Corp Certification
Havas New York, a leading advertising agency, has made history by becoming the first in its industry to achieve B Corp certification. The announcement was made during the Consumer Electronics Show in Las Vegas, where Laura Maness, CEO of Havas New York, was in attendance.
The B Corp certification, traditionally associated with environmentally-conscious brands, is a significant step for Havas New York. The process involves an evaluation of a company's impact on its workers, customers, community, and the environment. Companies must score a minimum of 80 out of 200 points across five impact areas, signifying a commitment to social and environmental responsibility.
During the fireside chat at the Consumer Electronics Show, Maness was surprised that the discussion was not about technology, but rather environmental initiatives and supply chain responsibilities. The chat was led by Michael Kassan, Salesforce leader Marc Benioff, and Unilever CEO Alan Jope. After the chat, Maness felt more excited about the changes she was implementing at Havas New York.
Other advertising and creative agencies that have followed Havas New York's lead include Paper & Page, the first creative agency in Thailand to receive B Corp certification in 2022. Based in Bangkok, Paper & Page specializes in digital marketing, PR, and web development, working with impact-driven clients focused on environmental and social change.
While The Big Sky, a London-based agency with expertise in film and photography production, is less clear if they hold full B Corp certification, they are recognized for their sustainability efforts. These examples demonstrate that an increasing number of creative and marketing agencies globally are pursuing B Corp status to formalize their commitment to sustainability and social responsibility.
The B Corp certification is a third-party verification that a company meets the highest standards of verified social and environmental performance, public transparency, and legal accountability. Havas New York began the process of becoming B Corp certified in 2019 and spent two years working towards this achievement.
Examples of traditionally B Corp certified brands include Allbirds, Ben & Jerry's, and Patagonia. With Havas New York joining their ranks, it's clear that the advertising industry is embracing a more sustainable and socially responsible future.
[1] Source: B Lab
[2] Source: B The Change
[3] Source: B Lab
[4] Source: B Lab Directory
[5] Source: B Hive
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