True Transparency: Can B Corps Curtail Fashion’s Impact?

Amongst the polluting practices of the apparel industry, a community of social and conscious players is on the rise. B Corp brands are 2.6 times more likely to reduce their CO₂ emissions by 20 percent or more than traditional business models.^[1] But can they solve the bigger picture?

Context is the greatest threat to consumers’ evaluation of a brand’s environmental efforts. For example, when a company recycles 3,000 tons of garments, it’s hard to understand whether this portion is significant or just a drop in the bucket.^[2] However, B Corp brands stand out for their transparency and accountability, providing a framework for context and perspective. Let’s find out how they can affect the global environment today.

Is it doing well for the environment?

The B Corp certification is a strong indication that a company is committed to the best possible practices in each step of its business model.^[3] This is the only true way to understand the internal dynamics of a brand, ranging from the supply chain, materials used, and product life cycle to diversity and inclusion, training, and workers’ rights. In 2021, these brands were 1.6 times more likely to be carbon neutral.

B Corp isn’t an outcome – it’s a process

The certification is about being part of a community that solves social and environmental challenges through business.^[4] Seven out of 10 B Corp brands have a strong alignment between their sustainability statements and their B Lab score.^[5] Nevertheless, research found that companies could score zero points for the environment and still be certified.^[6] How is this possible, you may ask. Being B Corp certified is not an end; instead, it’s a means or starting point. As explained by B Lab’s Director James Ghaffari, “A company might score highly enough in one area to certify, but they need to develop other areas. B Corp is not a guarantee of perfection, it’s a commitment to continuous improvement.”^[7]

Perfecting imperfections

The positive benefits previously described may suggest that B Corp brands will alone solve the fashion impact. In reality, B Corp standards are not legally enforceable. Some believe that governments should hold businesses accountable rather than a private-sector group.^[8] But until regulators act, B Corp represents a way forward – with more and more brands getting certified, we can finally achieve the much-coveted green shift.

References

[1] “2020 Annual Report” | B Lab. Available at: https://assets.ctfassets.net/l575jm7617lt/4NX33XW2fuX2jcMyrplLU1/9dd8874c707745b0a6986e80613629cb/2020_B_Lab_Annual_Report_Final__1_.pdf

[2] “How the B Corp Certification Provides Context for Transparent Business Practices” | B Lab. Available at: https://bthechange.com/how-the-b-corp-certification-provides-context-for-transparent-business-practices-4b68bdb48c95

[3] “Does B Corp Certification Mean Fashion Brands Are Sustainable and Ethical?” | Ecocult. Available at: https://ecocult.com/b-corp-fashion-brands-sustainable-ethical-certification/

[4] “B Corps May Be Fashion’s Next A-list” | WWD. Available at: https://wwd.com/fashion-news/fashion-features/fashion-b-corp-growth-sustainability-another-tomorrow-athleta-patagonia-1234580518/

[5] “The environmental performance of UK-based B Corp companies: An analysis based on the triple bottom line approach” | ERP Environment. Available at: https://onlinelibrary.wiley.com/doi/10.1002/bse.2919?af=R

[6] “The environmental performance of UK-based B Corp companies: An analysis based on the triple bottom line approach” | ERP Environment. Available at: https://onlinelibrary.wiley.com/doi/10.1002/bse.2919?af=R

[7] “Why more brands are seeking out B Corp certifications” | Vogue Business. Available at: https://www.voguebusiness.com/sustainability/why-more-brands-are-seeking-out-b-corp-certifications

[8] “Does B Corp Certification Mean Fashion Brands Are Sustainable and Ethical?” | Ecocult. Available at: https://ecocult.com/b-corp-fashion-brands-sustainable-ethical-certification/