The Anatomy of a B Corp Business: Our Journey

In today’s world, where businesses are expected to do more than just make a profit, many companies are turning to certifications like B Corp to demonstrate their commitment to being a force for good. Recently, Fourfront Group, along with our brands Area, 360 Workplace, and Sketch Studios, partnered with WORKTECH Academy to host a webinar titled The Anatomy of a B Corp Business. During the session, we shared insights from our own experience of becoming a certified B Corp, discussing the challenges, rewards, and lasting impact.

Watch the webinar now to discover what we learned along the way!

B Corp certification is awarded to companies that meet the highest standards of social and environmental performance, accountability, and transparency. It’s a global movement that encourages businesses to think beyond profits and consider the impact they have on their workers, customers, community, and the planet. As Fourfront Group’s Chairman, Aki Stamatis, explained in the webinar, “B Corp is all about building a better business – one that puts purpose alongside profit.”

The B Corp process evaluates companies across five key areas: governance, workers (people), community, customers, and the environment. This holistic approach ensures that businesses not only focus on internal operations but also on how their actions affect the world around them.

For Fourfront Group, becoming a B Corp was about more than just ticking boxes. It was about formalising the good work we were already doing and creating a structured way to measure and share our impact. As Aki put it, “While we've always strived to do great things, B Corp has provided us with a clear framework to tell our story and evaluate our efforts.”

Duncan Morris, our Head of Sustainability, echoed this sentiment, highlighting that while B Corp is a rigorous process, it offers huge value. “It’s not just a badge of honour,” he said. “It’s about embedding these principles across the business, making sure we’re accountable and always improving.”

Becoming a B Corp isn’t easy. It requires a significant investment of time and resources, and you have to be willing to make some serious changes to how you operate. For us, one of the most significant milestones was making the legal change to our articles of association, which requires businesses to consider not just shareholders, but all stakeholders. It’s a fundamental shift in how decisions are made and how success is measured.

“B Corp certification has helped us align our goals and hold ourselves to a higher standard. It keeps us focused on continuous improvement and prevents us from falling into the trap of ‘greenwashing.”

One of the most exciting things about becoming a B Corp has been the way it’s energised our team. Guenaelle Watson, Head of 360 Workplace, talked about how we’ve empowered our employees to take ownership of different impact areas through our “B Keeper” groups. These teams focus on the five pillars of B Corp and have become a driving force for innovation across the business.

For example, one of the ideas that came out of the B Keeper groups was the introduction of green pensions. This allows employees to invest their pensions in sustainable funds, showing that even financial decisions can have a positive environmental impact. We’ve also enhanced our learning and development programmes, prioritising employee wellbeing with initiatives like community ‘impact days,’ where staff volunteer to support local causes.

B Corp certification hasn’t just transformed the way we operate internally – it’s also changed how we engage with our clients. More and more businesses are becoming aware of B Corp and the importance of ESG (Environmental, Social, Governance) principles.

As the workplace continues to evolve, so does the relevance of certifications like B Corp. Aki described this as the “consumerisation of the workplace,” where employees and clients alike have more choice in how they engage with companies. Hybrid working models mean that people are no longer tied to one office or one way of working, so businesses need to offer more than just a pay cheque – they need to have a purpose.

For Fourfront Group, B Corp has given us a framework to ensure that our business is aligned with these changing expectations. By embedding B Corp principles into everything we do, from sustainability initiatives to community involvement, we’re building a business that’s fit for the future.

Our ongoing research into building workplace communities highlights how essential it is to nurture connections, especially in a hybrid work model. B Corp has been pivotal in helping us create a workplace culture that prioritises community, allowing employees to develop a genuine sense of belonging.

As we explore the intersection of culture and design, we understand how strategic design can express and enhance our values, nurturing vibrant communities. Thoughtfully designed workplace communities – crafted at various scales and with diverse characteristics – are vital for supporting employee engagement and wellbeing. These communities don’t just survive; they flourish through the strength of their connections.

The intricate relationship between culture and design creates an environment where everyone feels valued and connected. As we continue to innovate and adapt our spaces and practices, we aim to ensure that each ‘Fourfronter’ experiences the richness of our community. This holistic approach not only enhances our organisational culture but also aligns beautifully with B Corp principles, reinforcing our commitment to a sustainable and equitable future of work.