B the Force for Good

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This is a post by Meredith Broderick, our Impact and Communications Intern.

As the saying goes, the purpose of a business is to solve a problem. In the UK, climate change naysayers are few and far between at only 2% to 5% of the population according to a ComRes study. Of those who believe in climate change, the majority believe that humans are the direct cause. The good news is: most agree it’s a problem. Businesses have the opportunity to embrace this problem with creativity, reap the potential earnings, and benefit shareholders. But, many don’t know where to start. The task seems daunting. Here is where Certified B Corporations® come in.
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Pedalling purpose: the importance of shared values in the future of marketing

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As I cycled across Provence last week, I was wrapped a smug blanket of self-sufficiency. My wobbly legs pedalled my heavily laden old bike up long winding hills, eagerly earning the intense exhilaration of racing down the other side; I picnicked on the edge of dramatic gorges and in the shade of olive orchards; I camped out wild, sleeping in woods, beside lakes, and on the edge of rolling lavender fields. 

My mind was un-interrupted by intrusive advertising and relentless marketing telling me I needed to buy more stuff, I was fully in the moment and I loved it. Over the four days, I spent a grand total of £34.50 – I felt like I was sticking two fingers up to our ad-driven consumerist society.

The irony of that didn’t escape me given my destination: the Cannes Lions festival of
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