To B Corp or not to B Corp is a real question
B Corp designation is just the start for purpose-led brands to differentiate themselves while developing great creative to make a positive impact, says Accompany Creative’s Jason Keehn.
By Mike Driehorst
The evolving credibility of B Corp, regulatory changes and consumer trust in sustainability certifications are on the minds of many who are serious about purpose-led brands and their mission.
While B Corp certification offers valuable benchmarks and a structured approach for businesses to assess their social and environmental impact, certification alone does not guarantee a meaningful, purpose-led business strategy, says Jason Keehn, founder of the purpose-led agency Accompany Creative in New York City.
The challenge, Keehn says, lies in B Corp’s tendency to push brands toward generalization, encouraging a broad approach to responsibility. In reality, he says, successful purpose-led companies thrive on specificity. Purpose is not about checking boxes but understanding why a brand exists, the impact it aims to make and how that mission is deeply ingrained in its core, Keehn says.
In talking about his agency’s own purpose-led mission, “From day one, we’ve believed in the emotional power of storytelling to drive real-world impact — and that brands can be both culturally relevant and deeply responsible,” Keehn says, adding, “Our work often delivers performance across the board — from product sales and brand equity lifts to employee engagement and earned media.”
Keehn
Keehn says the Trump administration’s broader deregulatory agenda has impacted the B Corp movement by emphasizing reduced government oversight and prioritizing corporate profitability over social and environmental accountability — a shift in focus that challenges B Corps, which aim to balance profit with purpose and often rely on supportive policies to thrive.
As more agencies and brands pursue B Corp status, Keehn discusses how B-Corp certification will grow, remain credible and valuable, and what it means to be a purpose-led company in 2025.
SmartBrief: Is Accompany Creative B Corp-certified?
Keehn: We were. We found value in the certification and the conversation it opened, but ultimately, we’ve evolved beyond needing the label.
SmartBrief: How did being a B Corp-certified marketing agency help Accompany Creative?
Keehn: Certification helped reinforce our commitment to using creativity as a force for good, especially when connecting with like-minded partners. It created a shorthand — an immediate sense of shared values. But being purpose-led is not about the badge. It’s about the belief system that runs through your business. That’s where we keep our focus.
SmartBrief: What’s the value of B Corp certification for businesses?
Keehn: B Corp is a helpful framework. It gives companies a structured way to evaluate their impact — social, environmental and ethical. It can prompt the right conversations and set a standard for improvement. But it’s a tool. Not a strategy. And tools are only as valuable as the purpose behind their use.
SmartBrief: What are some examples of how B Corp-certified companies can “move beyond the label”?
Keehn: The best brands go deeper. They integrate purpose into their business model and make impact measurable. It’s not about checking boxes — it’s about identifying clear areas of contribution that align with your business and sticking with it. That’s what builds trust and emotional connection. That kind of clarity and focus is then the foundation to mission-led innovation in marketing and merchandising that ultimately invites consumers to participate in your brand’s purpose-led aspirations, benefits and impact — making their purchases more meaningful and their loyalty long-lasting.
SmartBrief: How do B Corp and purpose-led brands connect their corporate philosophy with consumers?
Keehn: Certifications don’t tell your story — people do. Consumers connect with what feels real, personal and aligned. When brands show up with consistency and specificity — when their purpose isn’t just stated but embodied — that’s when resonance happens.
Measurable growth can happen with marketing strategies that harness the meaning of these purpose-led commitments. For example, Accompany launched a sustainability campaign for Gorton’s Seafood that emphasized its trustworthy Alaskan sourcing methods. But, we did so in a way that aligned sensory cues of Alaska, such as “crisp,” “pure” and ‘‘clean,” with key purchase drivers for fishsticks like “fresh” and “healthy.”
This approach drove a multi-tier performance, at the brand equity level and for short-term sales. On the brand level, the approach showcased their purpose commitment as responsible stewards of the sea. On the short-term sales level, we focused on the cueing sensory taste appeal, for example, and drove an immediate volume increase at retail.
SmartBrief: What initial steps should brands take to become B Corp-certified or purpose-led?
Keehn: Start with the “why.” Ask yourself: What impact do we want to make? Why does it matter to our business and the world? Then be brutally honest — does that purpose show up in how we operate, hire, source, sell, and engage? If not, shift from statement to system. And if you’re pursuing B Corp, treat it as an accountability tool, not a marketing strategy.
SmartBrief: What are ways that agencies can become more purpose-led?
Keehn: Agencies need to stop separating purpose from performance. Start by uncovering what a brand truly stands for — not just what it says. Then build emotional strategies that turn that belief into behavior. For example, our work with Nespresso created a capsule collection that supported the Ali Forney Center for LGBTQ+ Youth while also boosting accessory sales, brand equity and employee pride. It was strategic, beautiful and effective, which is what purpose should be.
SmartBrief: Given the backlash some companies have faced, what trends do you see in purpose-led campaigns?
Keehn: There’s definitely more scrutiny now, and that’s a good thing. Consumers are smarter and more skeptical, especially of anything that feels performative or opportunistic. The brands winning in this climate are the ones leaning into authenticity, impact and alignment. Not louder claims, but clear commitments – ideally commitments that align with their audience, category, product benefit or organizational model, as opposed to purely political or popular.
SmartBrief: Do you think the growth of B Corp could potentially lead to its decline?
Keehn: It’s possible. As the number of companies with B Corp certification continues to increase, it risks becoming background noise — expected but not exciting. That’s why brands can’t stop at certification. You have to connect the dots between the label and the lived experience for consumers, employees and partners.
SmartBrief: Can being a B Corp be a differentiator?
Keehn: For values-driven consumers, B Corp is now table stakes. It might get you in the consideration set, but it won’t win hearts on its own.
Purpose is emotional and emotion comes from specificity, storytelling and action. To connect emotionally, a brand has to live its purpose in ways people can feel. That’s not about having the right label — it’s about doing the right thing in a way that resonates.
That’s where brands can still differentiate and that’s also what inspires great creative marketing.