Aussies Seek Sustainable Shopping: The Rise and Impact of B Corp Certification in Australia
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Aussies Seek Sustainable Shopping: The Rise and Impact of B Corp Certification in Australia

As more businesses sign up for certification, sustainably minded consumers take note

By Rosemarie Lentini
Mon, Oct 30, 2023 10:45amGrey Clock 4 min

Shopping never used to be this hard. Once a matter of whether there was enough cash in your wallet or room on your credit card, now consumers are becoming increasingly concerned about the cost of buying something new not just for themselves, but the planet as well. Nearly 60 percent of Australians value sustainability more than they did two years ago, according to a recent survey by market analysts NIQ.

Yet just 37 percent say they could shop sustainably with ease versus
a global average of 50 percent. Bombarded with slogans and social media touting a brand’s “eco- friendly” or sustainable credentials, consumers struggle to cut through the greenwash.

Environmental claims are a powerful marketing tool and in Australia it is illegal for business to make false ones. But for customers or investors looking for certainty, the market has provided it through a growing movement called B Corp.

Companies that meet high sustainability standards can attain B Corp Certification — an internationally-recognised tick of approval. It was introduced by B Lab, a United States non-profit organisation founded in 2006 by three friends wanting to make business a force for good.

Companies have to prove to B Lab they’re making a positive impact on the “quadruple” bottom line: people, planet, profit, purpose.

‘B’ stands for ‘benefit for all’ and the fee-based application process is rigorous.

Unlike Environment, Social and Governance (ESG) reporting frameworks, B Corp measures a company’s entire footprint, from supply chain practices and input materials to employee benefits and governance structures.

Businesses submit detailed evidence to B Lab on these standards and must be scored 80 or above on their B Impact Assessment. Once verified, a company’s score appears on the global B Corp Directory.

They can also use the distinctive B Corp logo — an encircled black B — in marketing.

While B Corps don’t carry any particular legal or government status in Australia, the logo carries weight with consumers.

“Most market research finds
that the most important thing to consumers is a company’s reputation or credentials,” Emma Herd, EY Oceania Partner in Climate Change and Sustainability Services, says.

“B Corp Certification is a
quick and recognised way of demonstrating you are taking voluntary action to address sustainability issues that affect your markets, consumers and banks.”

There are more than 6,000 B Corps globally, including about 470 in Australia and New Zealand.

Big names include Danone and Patagonia.

The latest Australian business to join the ranks is designer furniture and lighting supplier Living Edge.

With showrooms nationwide, the luxury retailer has a 15-year history of sustainable practice, from partnering with eco-friendly brands to using electric vehicles.

Living Edge Sustainability Strategist Guy Walsh says that certification — a “great validation of what we have achieved so far” — has provided pivotal business insights.

“We always believed we had a sustainable portfolio of products but going through the B Corp certification process was the first time we could look at an actual metric,” Walsh says.

“We found in the 2021-22 financial year, 69 percent of our revenue was generated from the sale of products certified to internationally recognised environmental accreditations.

“Another one that I found interesting, and which is so important for creating industry circularity, is that 21 percent of our revenue is coming from recycled materials. This data gives us a clear baseline to improve on.”

Constant improvement lies at the heart of B Corp. Businesses must recertify every three years as standards evolve. Australian firm WOWOWA Architecture, known for its whimsical and sustainable creations, was recently recertified after gaining B Corp status in 2019.

Director Monique Woodward says they “lost some points but gained others and that’s OK.”

She says certification has provided a “road map for growth” and helped the firm attract environmentally- focused clients.

“Our favourite residential family clients come to us because they believe what we believe, then also want a deliciously colourful and wildly textured home,” Woodward says. “Crumpler came to us wanting a fresh but nostalgic look thatspoke to their motto ‘bags that will probably outlast you’. We are now doing all their stores.”

For Woodward, industry and supply chain sustainability can improve if more firms jump on the B Corp bandwagon.

“Moving forward, all projects need to far exceed current regulatory requirements. Award winners
need to push hard and set new benchmarks for zero carbon, no waste, no gas as the bare minimum,” she says.

According to B Lab, B Corps are 4.5 times more likely than other businesses to use 100 percent renewable energy and 7.3 times more likely to be carbon-neutral.

EY Oceania sustainability expert Herd says the pressure is on business to be more sustainable.

“The investment thesis of ESG and sustainability is that a well-managed company on ESG credentials is generally better run and more profitable,” she says.

“We are seeing it’s harder for companies to do nothing on sustainability and ESG. We’re also seeing an increased push from business in Australia to government to provide consensus building around accredited certification schemes. There is a hunger from business to have a benchmark.”

For newly-minted B Corp Living Edge, certification is a gamechanger for business and consumers.

“Now we have got a measure for how sustainable our products are, we can be more targeted when we bring brands to market,” Walsh says.

“Our brand is not about throwaway consumables or fast furniture. We’re building a socially responsible and sustainable business. B Corp Certification is valuable to our customers because it gives them third-party assurance that we’re trying to do the right thing.”



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The Uglification of Everything

Artistic culture has taken a repulsive turn. It speaks of a society that hates itself, and hates life.

By Peggy Noonan
Fri, Apr 26, 2024 5 min

I wish to protest the current ugliness. I see it as a continuing trend, “the uglification of everything.” It is coming out of our culture with picked-up speed, and from many media silos, and I don’t like it.

You remember the 1999 movie “The Talented Mr. Ripley,” from the Patricia Highsmith novel. It was fabulous—mysteries, murders, a sociopath scheming his way among high-class expats on the Italian Riviera. The laid-back glamour of Jude Law, the Grace Kelly-ness of Gwyneth Paltrow, who looks like a Vogue magazine cover decided to take a stroll through the streets of 1950s Venice, the truly brilliant acting of Matt Damon, who is so well-liked by audiences I’m not sure we notice anymore what a great actor he is. The director, Anthony Minghella, deliberately showed you pretty shiny things while taking you on a journey to a heart of darkness.

There’s a new version, a streaming series from Netflix, called “Ripley.” I turned to it eagerly and watched with puzzlement. It is unrelievedly ugly. Grimy, gloomy, grim. Tom Ripley is now charmless, a pale and watchful slug slithering through ancient rooms. He isn’t bright, eager, endearing, only predatory. No one would want to know him! Which makes the story make no sense. Again, Ripley is a sociopath, but few could tell because he seemed so sweet and easy. In the original movie, Philip Seymour Hoffman has an unforgettable turn as a jazz-loving, prep-schooled, in-crowd snob. In this version that character is mirthless, genderless, hidden. No one would want to know him either. Marge, the Paltrow role in the movie, is ponderous and plain, like a lost 1970s hippie, which undercuts a small part of the tragedy: Why is the lovely woman so in love with a careless idler who loves no one?

The ugliness seemed a deliberate artistic decision, as did the air of constant menace, as if we all know life is never nice.

I go to the No. 1 program on Netflix this week, “Baby Reindeer.” People speak highly of it. It’s about a stalker and is based on a true story, but she’s stalking a comic so this might be fun. Oh dear, no. It is again unrelievedly bleak. Life is low, plain and homely. No one is ever nice or kind; all human conversation is opaque and halting; work colleagues are cruel and loud. Everyone is emotionally incapable and dumb. No one laughs except for the morbidly obese stalker, who cackles madly. The only attractive person is the transgender girlfriend, who has a pretty smile and smiles a lot, but cries a lot too and is vengeful.

Good drama always makes you think. I thought: Do I want to continue living?

I go to the Daily Mail website, once my guilty pleasure. High jinks of the rich and famous, randy royals, fast cars and movie stars, models and rock stars caught in the drug bust. It was great! But it seems to have taken a turn and is more about crime, grime, human sadness and degradation—child abuse, mothers drowning their babies, “Man murders family, self.” It is less a portal into life’s mindless, undeserved beauty, than a testimony to its horrors.

I go to the new “Cabaret.” Who doesn’t love “Cabaret”? It is dark, witty, painful, glamorous. The music and lyrics have stood the test of time. The story’s backdrop: The soft decadence of Weimar is being replaced by the hard decadence of Nazism.

It is Kander and Ebb’s masterpiece, revived again and again. And this revival is hideous. It is ugly, bizarre, inartistic, fundamentally stupid. Also obscene but in a purposeless way, without meaning.

I had the distinct feeling the producers take their audience to be distracted dopamine addicts with fractured attention spans and no ability to follow a story. They also seemed to have no faith in the story itself, so they went with endless pyrotechnics. This is “Cabaret” for the empty-headed. Everyone screams. The songs are slowed, because you might need a moment to take it in. Almost everyone on stage is weirdly hunched, like a gargoyle, everyone overacts, and all of it is without art.

On the way in, staffers put stickers on the cameras of your phone, “to protect our intellectual property,” as one said.

It isn’t an easy job to make the widely admired Eddie Redmayne unappealing, but by God they did it. As he’s a producer I guess he did it, too. He takes the stage as the Emcee in a purple leather skirt with a small green cone on his head and appears further on as a clown with a machine gun and a weird goth devil. It is all so childish, so plonkingly empty.

Here is something sad about modern artists: They are held back by a lack of limits.

Bob Fosse, the director of the classic 1972 movie version, got to push against society’s limits and Broadway’s and Hollywood’s prohibitions. He pushed hard against what was pushing him, which caused friction; in the heat of that came art. Directors and writers now have nothing to push against because there are no rules or cultural prohibitions, so there’s no friction, everything is left cold, and the art turns in on itself and becomes merely weird.

Fosse famously loved women. No one loves women in this show. When we meet Sally Bowles, in the kind of dress a little girl might put on a doll, with heavy leather boots and harsh, garish makeup, the character doesn’t flirt, doesn’t seduce or charm. She barks and screams, angrily.

Really it is harrowing. At one point Mr. Redmayne dances with a toilet plunger, and a loaf of Italian bread is inserted and removed from his anal cavity. I mentioned this to my friend, who asked if I saw the dancer in the corner masturbating with a copy of what appeared to be “Mein Kampf.”

That’s what I call intellectual property!

In previous iterations the Kit Kat Club was a hypocrisy-free zone, a place of no boundaries, until the bad guys came and it wasn’t. I’m sure the director and producers met in the planning stage and used words like “breakthrough” and “a ‘Cabaret’ for today,” and “we don’t hide the coming cruelty.” But they do hide it by making everything, beginning to end, lifeless and grotesque. No innocence is traduced because no innocence exists.

How could a show be so frantic and outlandish and still be so tedious? It’s almost an achievement.

And for all that there is something smug about it, as if they’re looking down from some great, unearned height.

I left thinking, as I often do now on seeing something made ugly: This is what purgatory is going to be like. And then, no, this is what hell is going to be like—the cackling stalker, the pale sociopath, Eddie Redmayne dancing with a plunger.

Why does it all bother me?

Because even though it isn’t new, uglification is rising and spreading as an artistic attitude, and it can’t be good for us. Because it speaks of self-hatred, and a society that hates itself, and hates life, won’t last. Because it gives those who are young nothing to love and feel soft about. Because we need beauty to keep our morale up.

Because life isn’t merde, in spite of what our entertainment geniuses say.

 

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35 North Street Windsor

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This stylish family home combines a classic palette and finishes with a flexible floorplan

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