When we started The Nest back in 2021, one of the founding principles was to do things the right way.
We’d seen too much of the opposite. Big agency networks where profit takes priority at the expense of people and the planet. We knew we wanted to build something different.
Becoming a B Corp felt like a very natural step. The B Impact Assessment gave us a framework to help build a business we could be proud of. A business that does right by our client partners, our team, our community, and the planet.
In July 2024, The Nest became a certified B Corp, having surpassed the required points total across the five key areas of the original assessment: Governance, Workers, Community, Environment and Customers.
That framework is now changing.
Raising the bar for better business
B Lab, the non-profit behind the B Corp movement, recently announced a major evolution of its standards.
A lot has changed since the certification was first introduced back in 2006. The climate crisis has accelerated, inequality has deepened, and the expectations we place on businesses have (rightly) grown. The updated framework reflects this new reality, raising the bar for what it means to be a force for good.
So what’s actually changing? And what does it mean for us and for other B Corps?
A new structure for B Corp certification
Under the current model, companies could take more of a ‘pick and mix’ approach, earning points across different areas and getting certified once they hit a total of 80+ points.
The new model moves away from that.
Instead of being able to offset weaker areas, every business will now need to meet minimum standards across seven non-negotiable topics. No workarounds. No trade-offs. Just meaningful action where it matters most.
The 7 Required Impact Topics (and what they mean)
- Purpose & Stakeholder Governance
Businesses must operate with a clear purpose beyond profit, embedding stakeholder governance into their legal structure and everyday decision-making. - Fair Work
Ensuring all employees have access to good jobs with fair pay, job security, progression opportunities, and a healthy, supportive work environment. - Justice, Equity, Diversity & Inclusion (JEDI)
Creating inclusive workplaces and contributing to fairer, more equitable communities. - Human Rights
Treating people with dignity and respect across the team, supply chain, and broader value chain. - Climate Action
Taking measurable action to reduce emissions and build long-term climate resilience, including setting science-based targets. - Environmental Stewardship & Circularity
Minimising environmental harm and embracing circular practices, from waste reduction to sourcing and regeneration. - Government Affairs & Collective Action
Using our voice to support systemic change, including responsible tax practices and contributing to the societies we operate in.
What does this mean for The Nest?
We’re right behind these changes. In fact, this is exactly the kind of evolution we want to see.
It makes the B Corp movement stronger, more transparent, and more meaningful. It pushes businesses not just to say the right things, but to do them, consistently and without compromise.
For us, many of these principles are already baked into how we operate, but we’re not ones to rest on our laurels. The new framework gives us even clearer guidance on how to raise our game, from new internal policies to sharper reporting and better decision-making.
There’s work to be done, and we’re here for it.
Paid Media Done Right
We’ve always believed business should be a force for good.
That means doing right by our clients through brilliant paid media strategy and performance.
Doing right by our team, through gold-standard training, a supportive culture and shared success.
Doing right by our community, through local partnerships, donations and hands-on support.
And doing right by the planet, by choosing responsible partners and reducing our footprint year after year.
That’s what Paid Media Done Right means to us and these new standards give us the opportunity to prove it all over again. Curious about the B Corp process? Or just want to chat about better ways of doing business?
Drop us a line. We’re always happy to talk.
