Adopting the B Corp Mindset

In response to the global call for companies to contribute more than they take, and elevate their role in addressing societal challenges, we decided to join the B Corp movement. After a lengthy journey, we achieved certification in spring 2023. In this article series, we will share insights into our process, challenges faced in our improvement journey, and our aspirations for recertification in spring 2026. Here is the first one about all the basics.

In 2016, long before B Corp, we took a bold stance: partnering exclusively with clients driving positive social impact and focusing on projects benefiting children, culture, and society. Today, this ethos defines our core. We aim to ensure that everyone leaves work feeling they've contributed to something meaningful.?

That rhymes perfectly with becoming a B Corp. However, translating the legal business lingo from the (re-)certification process into something that resonates with our creative, designerly impact-driven hearts is challenging.

But first, what is B Corp??

B Corp is a global movement uniting businesses committed to redefining success. It involves a comprehensive evaluation of our company and services, demanding significant effort, documentation, and perseverance to obtain certification.?

Notable companies in the B Corp Movement include Patagonia, Ben & Jerry's, Too Good To Go, Rudolph Care, Tony Chocolonely & Aarstiderne. Currently, there are 111 certified B Corps in the Nordics, all driven by the common goal of positively impacting people and the planet.?

B Corps use its business as a force for positive social and environmental change, aligning with Stupid Studio's mission to be a better force for good. Certification helps businesses systemise and prioritise their efforts to make a meaningful difference.

To become a B Corp, a minimum of 80 points out of 200 must be achieved across five categories: Governance, Workers, Community, Environment, and Customers. In April 2023, we received our certification with a score of 98.6 points. As we approach recertification in April 2026, we are aiming for 110 points.?

Our culture at Stupid thrives on playful collaboration and fostering lasting client relationships built on mutual respect, trust, and understanding. We encourage everyone to bring their whole selves to work – show you care, voice what matters, actively listen, and dare to ask those 'stupid' questions that spark brilliance.

B Corp certification is a rigorous process, providing credibility and meaning. It's a holistic view of all our activities, symbolising a commitment to being both the best in the world and the best for the world.

Certified B Corp, and then what?

While aligning with our values, integrating B Corp principles into daily operations proves challenging for us as a playful design studio. Our focus extends beyond accumulating points; we aim to integrate B Corp principles into our daily work. How do we approach projects, discuss impact with clients, and create a positive impact for our employees and relevant communities? Translating each Impact Assessment category into actionable design challenges, such as Governance, Workers, Customers, Environment, and Community, guides our ongoing improvement efforts. Still, our team of around 20 passionate creatives faces the complexity of translating B Corp demands into actionable steps, given our limited physical production and minimal supply chain.?

Emotions are the silent architects of human decisions, the ‘why’ behind everything we do. Therefore, understanding people on a deeper emotional level is the key to making a difference and driving meaningful change. Simply put: without understanding why we do what we do, we won’t be able to convince others to follow.??

We've brainstormed creative ideas for improvement, including A Stupid Grant, a playful podcast, a Community Passion Project, and a B Corp Creative Collective. During the past year, we explored how to increase our employee satisfaction and onboarding process. Getting the fundamentals in better shape was a no-brainer - therefore, we prioritised improving our employee handbook and developed a mentorship programme for our employees to grow and flourish.?

We're a design studio that likes reinventing the rules and using play to bring out the best in people and brands. Our expertise spans from strategy and visual identity to cultural transformation, and as proud B Corp members, we team up with organisations striving to make a positive impact. Tired of boring business meetings and shallow fixes? Don’t be a stranger!