The B Corp movement has been quietly rewriting what success looks like for businesses, inviting us to measure more than just profit — but also people, planet and purpose. For anyone in the creative industry wondering if B Corp certification is just another shiny badge or the real deal, it might be more meaningful than you think.

Nick Hunter, Co-founder, CEO and Executive Creative Director of Paper Moose — an independent creative and production agency that’s proudly B Corp certified — knows this firsthand. He joined Sarah Nguyen, Head of Product at Streamtime, to unpack what becoming a B Corp really means and why it’s worth the effort.

The reality check: not many, but growing

First up, let’s be honest. Are many agencies B Corps? Not really — yet. As Nick says: "There are a few agencies that have just become B Corp. We've been B Corp for about three years now, but there aren't a huge amount."

This scarcity isn’t a red flag — it actually shows who’s genuinely putting in the work. "It's quite a rigorous process," Nick adds. No greenwashing here — just real commitment to doing better.

What B Corp actually means

So, what is B Corp? Nick breaks it down simply: "A B Corporation is a certification process that we go through to ensure that we exist for the benefit of all stakeholders. We don't exist for the benefit of just the shareholders."

In other words, B Corps commit to looking after everyone — "We exist for our employees, we exist for our shareholders, and we also exist for the planet at large." Every decision runs through this filter: "Are we doing harm in any of these sorts of ways? How can we minimise that? How can we create an incredible experience for our employees?"

The rigorous reality

One of the biggest pluses? It’s tough to fake. "It's quite a rigorous process," says Nick, and as Sarah points out, "it's about to get more rigorous."

Nick explains: "There's a lot of paperwork and a lot of data collection and making sure that you're up to those standards."It’s not a sticker you slap on — "Our application is in and it took a long time to get even us about three years."

This depth means B Corp changes how an agency works at its core: "Changes everything from our company Constitution, so it's deeply rooted in the business." If you see that B next to an agency’s name, you can bet they’ve put the effort in to walk the walk.

A better experience for employees

One of the best-kept secrets? It’s good for you as an employee, too. "I love being a B Corp. I think it's awesome for our employees," Nick says. When you work for a B Corp, wellbeing isn’t just an HR buzzword — it’s part of how the whole business operates.

A community, not just a badge

You’re not alone in it either. Nick points out the power of the wider network: "Part of a community and a movement as well of a bunch of different businesses." Being part of this bigger picture means learning from each other, sharing ideas and staying honest about how to do better.

Clients that match your values

Choosing to be a B Corp shapes the kind of clients you attract, too. Nick explains: "It reflects the types of clients that we'll bring on to our visions to create a world where the good organisations reign supreme, so we partner with businesses that are nudging the world towards a better place."

If you want your creativity to do good in the world — this matters.

It sends a clear signal

For anyone job hunting, it’s a shortcut to finding places that care. As Sarah puts it: "If you're looking for roles and you see that an agency's a B Corp, that they put time and effort into walking the walk is what I would say about it."

It doesn’t mean it’ll be perfect — nowhere is — but it’s a pretty good sign they’re serious about looking after their people and their impact.

A commitment you can’t fake

Nick says it best: "It's hard to fake." Becoming a B Corp means rewriting your Constitution — so it’s not just a feel-good statement. It’s embedded into how decisions get made every day.

The bigger picture

So, are many agencies B Corps? Right now, not heaps — but the ones that are, are setting a standard that might just become the norm. As more creatives ask for purpose-driven workplaces, more businesses will follow.

For now, the ones already in the club feel like that cat who’s found the sunny spot and refuses to move — they’ve found a way of working that just feels right. For employees, clients, and the world outside the office walls — that’s a win worth sticking around for.

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