Business as a Force for Good with Veena Harbaugh of B Lab US & Canada

Written By Modern Species

Popularity and awareness of the B Corp certification have been growing steadily and the burgeoning space is showing no signs of slowing down. 

Today we get to chat with Veena Harbaugh, Director of Marketing and Communications for B Lab U.S. & Canada, about the topic of B corps and how her work at B Lab aims to champion this important step for the business world. 

In our conversation, we get into the multifaceted nature of B Corp companies, why the growing number of businesses with the certification is creating a rising tide, and how the marketing and storytelling around different brands are important to the expansion of the public's understanding. Veena talks about the responsibility of business to take action in areas that matter, and how the B Corp model is creating radical shifts in the economy, with real attention on important issues such as racial equality and environmental sustainability. 

Key Points From This Episode:

  • Advice from Veena for companies considering the transition to B Corp.

  • Growth in the B Corp space and what these numbers show about the possibilities for the future.

  • Veena's current professional role and the variety of things that make up her life.

  • How Veena landed in marketing at B Lab and the important steps that led up to this point.

  • Veena's thoughts on the shareholder model and why it does not have to be the norm.

  • The startups and political campaigns that Veena worked on straight out of college.

  • Veena's thoughts on the exciting short-term future of the B Corp movement.

  • How the B Corp movement makes it possible to address the historical shortcomings of business.

  • Challenging areas of marketing a B Corp in a growing field.

  • Improvements in marketing and communication within the B corp space in the last few years.

Tweetables:

“I really do love business so much, I love that you have creative power within it, and I love the make or break stakes of it.” — Veena Harbaugh [0:05:46]

“My specific task was how to use digital marketing tools like webinars, automation, things like that to serve small and medium enterprises.” — Veena Harbaugh [0:23:43]

“I think that is really important, each company sharing their piece of what better business is, helps communicate that full understanding.” — Veena Harbaugh [0:38:16]

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Modern Species

A sustainable brand design agency helping better-for-the-world brand launch, evolve, and grow to scale their impact.

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