Make money, yes, but not at the expense of the planet or the well-being of employees. This is how we could summarize the mission of companies displaying the B Corp certification, which since 2006 has been pushing the business community to respect rigorous environmental, social and governance (ESG) standards. And this movement is growing in Quebec.
In the world of B Corp (which could be translated as a company beneficial to society), Quo Vadis Property Management is a pioneer. The company, which manages 1.5 million square feet rented to SMEs, was the first to receive certification in Quebec in 2013.
“At the time, I looked at lots of different environmental certifications and none of them were very value-driven,” recalls CEO Natalie Voland. The former social worker already firmly believed that we can “use capitalism responsibly”.
After discovering B Corp certification through the McConnell Foundation, she herself traveled to Toronto to meet the B Local organization, which manages this ESG recognition, and certified companies in Canada.
“I loved the concept. It matched our values and the type of business we wanted to have,” she explains.
Ten years later, Natalie Voland remains convinced of the merits of B Corp. Quo Vadis has also followed the rigorous process four times, with certification having to be renewed every three years.
The process covers a wide range of topics. From diversity and inclusion to the quantity of waste generated and the way suppliers work, everything is there. “Among our tenants, the number of B Corp is increasing. The movement is growing strongly in Quebec,” rejoices Natalie Voland, who sees this as a way to stand out from competitors.
“It gives us credibility,” she explains. Certification attracts employees, tenants and suppliers. Our workers even give us examples of possible improvements in their tasks to have more impact. It is a unifying force. »
Natalie Voland’s comments echo those of Aurelia Talvela, president of B Local Québec, which brings together certified businesses and friends of the movement. “B Corp companies want a better world even if they make a profit. The attention they pay to the well-being of their employees reduces the turnover rate. The relationships they build with their suppliers are also deeper, since they share their values. »
In Quebec, most members of the B Corp community are SMEs, and the majority have fewer than 20 employees. “We are seeing more and more large Quebec companies certified as B Corp,” nevertheless notes Aurelia Talvela.
Danone, Borealis or The Unscented Company: the 119 companies come from a wide variety of sectors.
Aurelia Talvela highlights that in 2022, Quebec was the region with the strongest growth of certified B Corp companies in North America, after California. “Moreover, in the province, nearly 90 companies have had certification for less than three years. This demonstrates the recent enthusiasm for the movement. »
According to Luciano Barin Cruz, full professor in the management department at HEC Montreal, the primary advantage of B Corp certification is its legitimacy. “People are recognizing her more and more. Some studies also highlight the appeal of socially responsible companies to employees. »
The expert notes with interest that current managers have not necessarily been trained on sustainable development or the energy transition. “On the other hand, management schools have included compulsory courses on these subjects for several years. Young people are therefore aware of it. »
According to him, employers must now be prepared to explain what they are doing for the environment during the hiring process. “Certification allows us to demonstrate that we are making concrete efforts to help improve the fate of the planet,” he believes.
Without predicting the end of voluntary certifications like B Corp, Luciano Barin Cruz is eager to see the effect that the standardization of ESG standards will have on them.
“The ISSB [for International Sustainability Standards Board] is, for example, trying to implement environmental financial disclosure standards for all companies around the world. We will have to see if companies will continue to seek other certifications when the criteria are the same for everyone. »
