B Corp, committed to society and the planet
Communication focused on people and how they can make a positive social and environmental impact was key to making the B Corp Movement a benchmark in Spain.
RESEARCH & INSIGHT
In 2021, the B Corp Movement decided to contract a communications agency, APPLE TREE, for the first time. It chose Spain, where it had been operating since 2014, although at that point the movement was not well known by journalists and had little media presence.
STRATEGY & CREATIVITY
The key to the strategy carried out by APPLE TREE and B Lab Spain was unique, relatable storytelling with a difference. B Corp already had a powerful central message to communicate: generating a positive impact on society and the planet.
APPLE TREE, in collaboration with B Lab Spain and the Spanish B Corp companies, developed the B Corp Movement strategy to position B Corp companies in the collective imagination of Spanish citizens by promoting the mission of ‘being B’. A distinctive creative idea was developed, ‘The 10 challenges for Being B’, which called on people to join with the companies to create a positive impact on society and the planet together.
These challenges involved the media, influencers, B Corp companies themselves and key opinion leaders, through social media and digital channels and guerrilla marketing.
In addition, in 2021, B Lab Spain launched a manifesto addressed to the public authorities for the creation of new legal bodies, ‘Sociedades de Beneficio e Interés Común – SBIC’. This recognizes companies with purpose, helping drive the transition towards an inclusive, regenerative and sustainable economy in Spain.
In a very short time, B Corp has become a relevant, recognized movement with a strong presence in the media. But, more importantly, the message is getting through: more and more companies want to be the best companies not just IN the world but FOR the world.
Thanks to this campaign, the Congress of Deputies approved the creation of SBICs on 30 June 2022, which will help to put Spain at the forefront in the promotion of the impact economy.