Popularity and awareness of the B corp certificationhave been growing steadily and the burgeoning space is showing no signs of slowing down. Today we get to chat with Veena Harbaugh, who is the Director of Marketing and Communications for B Lab U.S. & Canada, about the topic of B corps and how her work at B Lab aims to champion this important step for the business world. In our conversation, we get into the multifaceted nature of B corp companies, why the growing number of businesses with the certification is creating a rising tide, and how the marketing and storytelling around different brands are important to the expansion of the public's understanding. Veena talks about the responsibility of business to take action in areas that matter, and how the B corp model is creating radical shifts in the economy, with real attention on important issues such as racial equality and environmental sustainability.

Key Points From This Episode:

• Advice from Veena for companies considering the transition to B corp.
• Growth in the B corp space and what these numbers show about the possibilities for the future.
• Veena's current professional role and the variety of things that make up her life!
• How Veena landed in marketing at B Lab and the important steps that led up to this point.
• Veena's thoughts on the shareholder model and why it does not have to be the norm.
• The startups and political campaigns that Veena worked on straight out of college.
• Veena's thoughts on the exciting short-term future of the B corp movement.
• How the B corp movement makes it possible to address the historical shortcomings of business.
• Challenging areas of marketing a B corp in a growing field.
• Improvements in marketing and communication within the B corp space in the last few years.

Links Mentioned in Today’s Episode:

Veena Harbaugh

B Lab

Presidio

Salesforce

Modern Species

Gage Mitchell on LinkedIn

Evolve CPG