You’ve probably seen the B in a circle pop up more and more — on coffee bags, skincare, stationery, clothing, even building companies. But what does it actually mean to be a B Corp? Should your business go for it? And what are the pros and pitfalls?
Let’s unpack it.
Go Well Consulting became a certified B Corporation in 2023. Since then, I’ve also qualified as a trained B Consultant and helped other businesses go through the process — and I can confidently say it’s one of the most robust sustainability certifications out there. It’s not perfect, but it’s credible, challenging, and capable of shifting the needle in the right direction.
What is B Corp?
B Corp is a global certification for businesses that meet high standards of social and environmental performance, accountability, and transparency. The “B” stands for benefit for all — not just shareholders, but workers, communities, and the environment too.
The certification is administered by B Lab, a non-profit with global reach and regional partners (for us in Aotearoa and Australia, that’s B Lab Australia & Aotearoa New Zealand). Over 9,900 businesses in 100+ countries are now certified, including over 740 in our region.
B Corps believe in a “stakeholder economy,” where businesses are accountable to the full range of people they impact — not just their bottom line. That’s a pretty big cultural shift from traditional capitalism.
How does certification work (and how’s it changing)?
Until the end of 2025, businesses can still certify under the current system — Version 6 — which requires a minimum score of 80 points out of roughly 220 on the B Impact Assessment (BIA). This free online tool asks questions across five areas: governance, workers, community, environment, and customers. You earn points for how well you’re doing — with more points for things like third-party verification, having reduction plans in place, or demonstrating real-world impact.
From January 2026, things change. Version 7 will bring in a more rigorous, less points-based system. Instead of hitting a score, businesses will need to meet a set of mandatory requirements across seven themes:
- Purpose & stakeholder governance
- Fair work
- JEDI (justice, equity, diversity & inclusion)
- Human rights
- Climate action
- Environmental stewardship & circularity
- Government affairs & collection action
There’ll be a tiered approach to meeting these depending on your industry, size, and location — and a stronger focus on continuous improvement over time. Also worth noting: impact business models (IBMs), which previously earned extra points, are being phased out.
So, if you want to certify under the current system, you’ll need to submit by 31 December 2025.
Why consider B Corp?
It’s not for everyone — and that’s a good thing. It’s meant to be challenging.
B Corp can improve your sustainability performance even if you never submit. We’ve seen businesses score 30 on their first BIA (well short of the 80 needed) and still come away with a clear roadmap and renewed motivation. The process gives you a structured, well-tested framework to strengthen your governance, policies, practices, and overall impact.
And it’s free to explore. You can create a BIA account and start answering questions without paying a cent. That’s especially useful for businesses without big budgets for consultants (though we can help if you’d like support or want to certify more efficiently).
Is B Corp right for your business?
Ask yourself:
- Will this process help us become a better business?
- Do we have the resources (time, team, capacity) to commit to it?
- Is B Corp recognised in our industry or among our customers?
- Are we prepared to be held to a high standard, and re-certified every three years?
Also: talk to your team. B Corp requires a genuine commitment to stakeholder governance — it’s not just a marketing badge. For smaller, founder-led businesses that might be a quick conversation. For larger businesses, it could mean serious shifts in structure and culture.
How Go Well Consulting can help
We’re B Corp certified. We’re trained. We’ve been through it, and we’ve helped others do the same. Whether you want to certify, explore the BIA as a starting point, or decide if B Corp is right for you now or later — we can help.
And if you decide B Corp’s not your path, we offer plenty of other services, from bespoke sustainability strategies to emissions measurement and capability building. Our Year One programme is ideal for businesses who want to get the fundamentals right and move forward with confidence.
Want to talk B Corp or sustainability strategy?
We’re here to help you figure it out — no pressure, no jargon, just practical advice. Let’s make business a force for good.
Resources Referenced in Video.
- Beyond the logo: Delving into B Corp awareness in Australia & Aotearoa New Zealand – B Lab Australia & New Zealand
- Getting ready to meet the new standards for B Corp certification
- About Our Standards
- Explore B Lab’s new standards
AI Disclaimer.
The automated transcript button was used when recording the original video on Microsoft Teams (see below):
Chat GPT was then used to review resulting transcript and generate this blog. The blog has been reviewed and edited by Go Well Consulting.
Written by Nick Morrison, Founding Director of Go Well Consulting.