Fluent is now a certified B Corp!

Press Release published by Fluent, under Business Development, Management, Operations, Strategy, Sustainability

We are delighted to announce that Fluent has officially become a B Corp Certified company! We’d like to take this opportunity to share what a B Corp certification means to us, why we pursued it, the journey we took, and the valuable lessons we learnt along the way.

What is B Corp

Certified B Corporations, or B Corps, are companies verified by B Lab to meet high standards of social and environmental performance, transparency, and accountability. B Corps are leaders in the global movement for an inclusive, equitable, and regenerative economy. To learn more, follow the link here.

Our path to B Corp certification

Awareness and decision

Initially, we believed B Corp certification was solely for companies with physical products and services. However, we soon noticed several service-based companies among the certified B Corps. This realisation led us to view B Corp certification as a viable option for validating our operational and cultural practices. Our goal was to find a certification that went beyond the process-driven ISO standards, focusing more on cultural and ethical business practices.

Alignment and pursuit

In our strategic planning for 2022-2025, we analysed the type of work we enjoyed and the organisations we preferred collaborating with. We found a strong correlation between the companies we admired and those committed to positive social and environmental change. Pursuing B Corp certification aligned with our strategic pillars of looking after our people, ensuring sustainable operations, and sticking to our company values..

The certification process

The certification process began in early 2023 with an extensive assessment covering multiple categories. Our initial assessment in May 2023 scored 68 (with a minimum of 80 required for certification), prompting us to re-evaluate and address missing sections, which improved our score to 88. After this, the process included a thorough review by an assigned B Lab analyst, beginning in January 2024, which involved providing further detailed evidence. Ultimately, we achieved a final score of 91.5 and received our certification on May 30, 2024. The entire process took about a year.


 Lessons learned

Throughout our journey, we learned several valuable lessons:

  1. Employee welfare: Our high score in the worker section demonstrates our commitment to employee well-being, which is crucial for maintaining a motivated and engaged workforce.
  2. External oversight: We realised that external oversight and governance are beneficial regardless of a company's size. Joining the TAB board provided valuable external accountability and enhanced our business activities.
  3. Environmental impact: As a software company, we discovered that we could still make significant environmental contributions. Evaluating the environmental practices of our suppliers, like Microsoft, highlighted the broader impact of our operations and the importance of sustainable practices.

Looking ahead

Achieving B Corp certification is just the beginning of our journey towards more sustainable operations. We are committed to enhancing our practices and making a greater positive impact over time.

Stay tuned for future updates, where we will delve deeper into our B Corp assessment areas and outline specific goals for further improvement. We are excited to continue this journey and make a positive difference together.

Thank you for being a part of Fluent's community and supporting us in this significant milestone! 


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