How Did We Become a B Corp?

The Black Sheep Agency wasn’t always a B Corp. Around year four or five, our Director of Operations, Adam Smith, recalled a time when our team was up late working on a nonprofit presentation. He remembered our CEO, Aimee Woodall, taking a step back and noticing how passionate and excited the team was because the work was just that valuable. She stopped and said, “Wouldn’t it be cool if all our clients were nonprofits?” And from that moment forward, she made strides to make that declaration a reality. 

We started adjusting our perspective in new business conversations and continued to refine who we wanted to be and how we wanted to show up. Within a few months, we connected with our clients at the time and shared our new purpose and vision. And every client was receptive to that—to the fact that we were going to start prioritizing purpose over profit.

As an agency that works for nonprofits, civic entities and for-profits with a purpose-driven focus or social responsibility, we could set ourselves apart from the industry. Every single client we worked with was already chosen with intention. We wanted a third-party accreditation that confirmed we are doing the work we say we’re doing. Something that proved we really don’t just advertise any and all campaigns. The B Corp Certification was going to exactly that for us—and it took dedication, time and effort to get us there.

Our path to certification

Getting certified isn’t a linear process for every company that applies. On the B Corp website, they explain the nuances.

“Your company’s pathway to becoming a Certified B Corporation will vary depending on a few factors. Check out our guides to learn more about the different routes to certification. Our team may recommend a different pathway once you’ve begun. Note that revenue and company size are typical criteria to guide companies to their Approach to certification. In some cases, companies might undergo a different approach based on factors, such as sector, industry, scoring, and ownership structure.” 

Because of this approach, the assessment helped our team consolidate, track and review our business in more detail. It was as overwhelming as it was exciting.

We took our time, and after a few months of digging into our processes and work, we submitted ourselves for review and became a Certified B Corp in 2016. It has continued to help us live by our purpose of “activating people around things that matter” throughout the years and diversify the clients we serve. 

Having the B Corp stamp has opened up opportunities to connect with like-minded individuals and businesses, and have new business conversations with fellow B Corps who are striving for a better world. The status also keeps us accountable—so when it’s time for a recertification every three years, the assessment is an updated reflection of real-world issues, with questions around things like social and environmental justice and purpose over profit. 

You get what you give out of the B Corp experience. 

Here’s the thing: there is currently no tax credit or financial benefit for becoming a B Corp. The onus is on the businesses to advance this mission. The B Lab sets the criteria, but ultimately, it’s up to us and our fellow B Corps to do the networking, drive change and work together.

Staying active and engaged in our status is essential because the B Corp community is all in this together. Having the B Corp status means continuous improvement. It means challenging ourselves to constantly review our practices and remain curious and open to change. It means testing, learning, evolving, and most of all, putting the people over any profit.