Telling the story of the B Corp movement in the UK

B Lab UK

The story so far

B Corporations are a new type of business that balance purpose and profit. They meet the highest standards of social and environmental performance, transparency and legal accountability. B Lab UK, the non-profit that certifies B Corporation and advocates for change, wanted to use its 5th anniversary as an opportunity to tell the story of the movement through an interactive microsite.

Problem

The interactive needed to solve a series of challenges. Firstly, this couldn't just be a data visualisation. We needed to balance the numbers – which demonstrated the growth of the movement – with the stories of businesses who define the community. Second, the website wasn't being launched in a bubble. We were in the midst of a global pandemic, a climate and ecological emergency and an urgent need to confront systemic racism. These issues needed to form part of the story. And finally, this couldn't just be a celebration of the progress made to date, it needed to be a statement of intent of the work that still needs to be done.

Solution

We didn't approach it as a website, but as a story that's still being written. Using a storybook concept, we invited users to turn the page and explore the chapters of content. So as pages were digitally turned, users gained context from the prologue, before exploring the stories and numbers demonstrating the growth of the movement. We complemented the written narrative with interactive charts, graphics and embedded video content to create a truly immersive experience. As the chapters unfold, the story covers the B Corp movement's response to the pandemic and plans for the next five years. The website concludes with a clear call to action, encouraging users to support The Better Business Act, a campaign led by B Lab UK that aims to change UK law to ensure all businesses are accountable for their social and environmental impacts.

Impact

The launch of the website was a huge success – attracting thousands of visits, likes and shares in the first week alone. It has also worked as an engaging communication tool beyond the 5 year anniversary campaign, to help spread the story of a movement using business as a force for good.

The team at Nice and Serious delivered impressively – with a great concept, compelling design, intuitive navigation and some very engaging interactive features throughout. Friendly yet professional, the team provided great advice and detailed explanation throughout the entire process, resulting in a great site which has attracted a lot of attention throughout our global network.

Tom Poldre – Director, Marketing, Communications and Public Affairs