We have some exciting news to share: AB is now officially a certified B Corporation!
AB has joined a growing movement of companies that are reinventing business for the benefit of all people and our shared planet. Verified by B Lab, the not-for-profit behind the B Corp movement, the achievement demonstrates that we meet high standards of social and environmental performance, transparency and accountability, alongside a commitment to goals beyond shareholder value.
As a brand and marketing agency passionate about sustainability, we’ve long been advocates for greener communications. Becoming a B Corp is a natural progression in our mission to balance people and planet with profit. This accreditation reflects our ongoing commitment to embedding sustainability in everything we do, both within our own business and in the work we deliver for our clients.
What this means for us (and you)
Becoming a B Corp isn’t just about recognition; it’s about accountability. We’ve always encouraged our clients to make more sustainable choices when it comes to their communications. From reducing the carbon footprint of digital assets and media plans to rethinking how content is shared online, we actively encourage greener strategies.
In 2023, we launched our Greener Comms guide, bringing together practical sustainability tips and resources to help businesses lower their environmental impact. This guide, which covers topics such as emails, social media, advertising, video calls, and sustainable website practices, is something we update regularly and continue to promote through industry newsletters, webinars and in-person events across the South West and London.
Since then, we’ve also developed our own Carbon Calculator, to help calculate the emissions produced by our digital ad campaigns. Having this information readily available allows us to benchmark campaigns and understand how we can improve them. A lite public version is available on our website for any company to use.
Leading by example
We know that sustainable change starts from within. That’s why we practice what we preach. Some of the steps we’ve taken include:
- Conducting a carbon assessment to measure our emissions. Our total footprint between September 2023 and August 2024 was 31.36 kg CO2e, with an individual footprint of 1.84 kg per employee, classed as ‘lower than average’.
- Reducing unnecessary digital waste, such as limiting hosted PDFs and assessing website carbon emissions.
- Implementing energy-saving measures and encouraging eco-friendly habits among our team, like using Slack instead of emails and limiting digital file attachments.
- Introducing individual environmental goals as part of employee quarterly reviews to empower our team to take ownership of sustainability.
A word from our Digital and Data Partner
Henry Sanford, our Digital and Data Partner, shares his thoughts on this achievement:
We’re proud to officially be B Corp certified. Over the years, we’ve worked hard to not only reduce our own footprint but also educate other organisations on the importance of greener comms. B Corp principles are now at the heart of our agency culture, and while we’ve made great strides, we know there’s always more to do. That’s why we’re excited to be part of the B Corp community, where we can learn from and collaborate with like-minded businesses.
The journey continues
Sustainability is not a destination; it’s a continuous journey. While achieving B Corp status is a major milestone, we’re committed to pushing further, learning more and working alongside our clients to create meaningful change.
Want to explore how greener comms can work for your business? Check out our Greener Comms guide and Carbon Calculator, or get in touch to chat with our team!