Ethical Startup Good-Loop Becomes First Advertising Tech ‘B Corporation’ in the UK
B Corporations (or B Corps) are a growing group of companies who are reinventing business, by pursuing purpose as well as profit. Good-Loop has been certified by B Lab as having met rigorous social and environmental standards which represent its commitment to goals outside of shareholder profit.
B Corp certification covers five key impact areas of Governance, Workers, Community, Environment and Customers. The certification process is rigorous, with certified companies having to score over 80 and provide evidence of socially and environmentally responsible practices - including energy supplies, waste and water use, worker compensation, diversity and corporate transparency. To complete the certification, companies must legally embed their commitment to purpose beyond profit in their company articles.
Good-Loop is now part of a community of over 2800 businesses globally who have certified as B Corps. The B Corp community is reflective of the UK economy with businesses from a cross section of industries and sizes. These include well-known brands like innocent, Patagonia, Pukka Herbs, Ella’s Kitchen, Divine, and JoJo Maman Bebe.
Afdhel Aziz, co-author of "Good is the New Cool: Market Like You Give a Dam”, and chief purpose officer at Think Tank Conspiracy of Love, commented, “The success of the marketing industry is based in large part on the fundamental pillar of public trust – which we know is waning. What is needed is a system change that address issues of transparency, purpose and corporate responsibility so as to unlock the huge potential that lies beyond. B Corp certification for any business in our industry is a notable step in the right direction.”
Kate Sandle, Director of Programmes and Engagement of B Lab UK, says “Business is a powerful force, and one that - as B Corp companies are showing - can be used for good. Good-Loop’s commitment to doing business differently will be an inspiration to others and really help spread the idea that we can redefine success in business to be as much about people and planet as it is about profit”.
There are currently 199 certified B Corps in the UK and over 2800 worldwide. Other media and marketing industry B Corps in the UK include And Rising as well as Havas London.
Trudi Harris, PR Consultant
27 Rose St S Ln, Edinburgh EH2 4BB
Good-Loop uses what it calls an ‘ethical ad platform’ that rewards viewers of online video ads by donating on their behalf to a chosen charity if they choose to watch the ad. Good-Loop’s approach is also rooted in effectiveness: ads on the platform consistently deliver up to 50% higher completed view rates (CVR) versus industry benchmarks.
Click here to experience the platform in action, in this case with client method, the environmentally friendly cleaning product.
Good-Loop is the antidote to ‘adblocking’, delivering a positive and fair value exchange between advertisers and consumers by treating consumer choice as an asset rather than an inconvenience. Set up in 2016, Good-Loop won NBCUniversal’s annual startup innovation event ‘Spark Tank’ in 2018 and also Nestle and Ad:tech’s ‘Next Big Thing’ award 2017. Good-Loop founder Amy Williams is one of Forbes 30 under 30 Europe 2018, one of The Drum’s Digital Digerati and a leading figure on the global ‘PhilTech’ scene – using technology to drive philanthropy.
About B Lab UK
B Lab UK is a non-profit established in 2015 to serve a growing community of 199 UK-based companies using business as a force for good. B Lab measures and verify companies’ environmental and social performance using the B Impact Assessment, and ensure rigorous standards are met by all UK B Corps. Together with B Lab teams from around the world, they link a global network of socially and environmentally responsible businesses and promote positive, action-led change towards a new approach to business.
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