News site the Guardian has partnered with B Lab UK, the non-profit behind the UK B Corp movement.
To celebrate B Corp Month, the Guardian homepage will feature ads to promote a range of B Corps businesses throughout March.
All creative for the campaign has been produced in-house at the Guardian. The businesses promoted will include Tilda – the first UK rice company to be B Corp certified – renewable energy experts Good Energy, mobile network provider giffgaff, food and beverage company Danone UK and Ireland and electric vehicle charging provider Zest.
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The Guardian is the only major media organisation to be B Corp certified and Imogen Fox, global chief advertising officer at Guardian Media Group said: “At a time when social and environmental initiatives are under threat globally, the Guardian continues to raise the standard at every level of our business. Championing B Corp businesses is an important part of this.”
The adverts will be delivered via the Guardian’s unique ad solution, Guardian Advertising Light that can deliver ads to readers without using third party or first party cookies, tracking or auction technology and therefore does not process any personal information.
B Lab UK has certified more than 2,400 businesses since its inception in 2015. B Corps are companies that meet high standards of social and environmental performance, transparency and accountability.
Ros Holley, director of communications & marketing, B Lab UK: “The Guardian is a natural partner for us in this, with a highly engaged audience who share many of the values of our movement.”
“This opportunity highlights how UK B Corps, across all sizes and sectors, are committed to a better way of doing business, one that benefits both people and the planet.”
According to a recent Guardian poll, 27% of its readers recognise the B Corp name, but only 7% agreed that they knew a lot about what a B Corp is. Every advert on the Guardian during the takeover will click through to an article to explain what the B Corp stamp of approval means.
The Guardian offers a year-round 10% discount to B Corp certified companies advertising their job vacancies with Guardian Jobs.
