Why I did not want to do B Corp Certification?
As many of you know, my background is in law. I spent over 12 years as a commercial lawyer in large firms and later as a Chief Legal Officer in the public sector. My professional world was steeped in regulation.
So, when I set up Munch Cupboard Limited (now trading as nil products), it seemed obvious to me that we needed to avoid greenwashing at all costs. From the beginning, we undertook stringent research on the lines we marketed and grounded everything in our purpose and constitution. Transparency was also non-negotiable. We openly reported on our social and sustainable impacts long before it was expected of businesses. Without realising it, I had taken a regulatory approach in my business. But unlike regulation, which can often be rigid, I thrive on innovation and change. Perhaps that tension between structure and adaptability was the perfect complement. So over the years I thought we did not need to go through the B Corp process as we were already doing all the requirements I saw that was needed for the certification.
We were one of the first small companies in New Zealand to transparently report on our environmental and social impacts. This was before ‘B Corp’ was a thing, and before consultants were packaging up “regulatory environmental services” for businesses.
Very few people cared about plastic waste 10 years ago. Yet we saw clearly the compounding effects: the products, their packaging, and the resulting waste on our limited planet.
Fast-forward to 2023, I started reading more about B Corp. I realised it had grown into a global initiative, aligning with my view that systemic change is a key way to achieve meaningful impact. Having said that currently we are doing our ‘little bit’ to make a difference. Every step does count, even if not at a high level systems playing field.
Segwaying a bit here, but last week I attended a lecture at Auckland University with my clothing designer friend Liz Mitchell. We listened to Professor Kate Fletcher, the leading academic on sustainable fashion. Her message was crystal clear: global systems change is essential.
Her words made me reflect on how I could contribute more to systems change. For me, part of that is exercising my voice in civic life like supporting candidates such as Laurie Foon who are working towards systemic environmental change. Go for Laurie!
Kate’s view of clothing also stuck with me as she described clothes as another layer of who we are, connecting us to the earth. It was poetic, but also deeply practical.
Like many businesses the last two years has been super hard. We have seen so many businesses fold. There was no way I was going to let that happen, I think the reason I held on was sheer stubbornness—my “never give up” attitude. But another part was a desire to work through the B Corp process and discover whether I truly believed in it. When I start something I really need to finish it!
The process was immense. It took more than 18 months and resulted in over 40 new documents reinforcing our social and environmental commitments. A fully developed work manual emerged as a by-product which was an unexpected but valuable tool.
Along the way, I also helped other businesses through their own B Corp journeys, and now I continue to support others through my consulting work.
Last week, we officially received our certification. But for me, the certification itself is less important than the process. That process embedded what we already do and gives us even more authenticity and credibility.
While the business headlines this week say our economy is struggling, from my perspective our business is on the rise. I have some more exciting news to share with you next month. It hasn’t been easy, at times it has been incredibly hard (particularly with the personal struggles 2 years ago) but it feels so good to see things working out. Many things (for want of a better word) are coming to fruition. That feeling is amazing. I love that feeling!!
Till next time,
Anna x
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