Our Journey to Becoming a Certified B Corporation

Did we mention that recertification occurs every three years? Don’t get us wrong – this is a good thing! In fact, we think it provides a framework for continuous improvement, and we eagerly anticipate the opportunity to undergo an even more rigorous assessment in the future.

In fact, we are committed to increasing our score every time we get recertified, demonstrating our progress as we strive to build a better world through purpose-driven business practices.

It sounds like a lot of work. Why go after B Corp Certification in the first place?

It’s true that there are many certifications that are easier to get! However, we were drawn to B Lab’s rigorous auditing process, emphasis on transparency and commitment to driving economic systems change in support of an inclusive, equitable and regenerative economy.
What particularly appealed to us was the legal requirement – that all B Corps must amend their company constitution to be purpose-driven, valuing people and the planet equally with profitability, and considering all stakeholders, including communities and the environment, in business decisions.
This legal commitment is a powerful step for businesses to make. It’s imperative for these conversations happen at the highest level, with people in leadership positions driving change and taking full responsibility for the business impact and supply chains.

What does gaining B Corp Certification mean to you, personally?

Personally, it feels like a step in the right direction for tackling and bringing to the surface some of the world’s most challenging social and environmental issues. B Corps are reshaping the business landscape and actively contributing to positive change. They are doing this by recognising the role they play, the harm they have done and continue to do (sometimes unknowingly), taking responsibility for their actions and committing to be being part of the solution. I am proud to have played my part to get Aurora to where we are, and to be part of this movement! If every business operated with this ethos, we would be living in a very different world.

What were the biggest changes Aurora had to implement to meet B Corp standards?

For us, becoming a B Corp was a natural step in our progression, so luckily no sweeping changes were needed. However, this didn’t mean that the process was a walk in the park. Far from it! To not only meet but surpass B Corp standards, we had to enhance our suite of existing initiatives across our operations, strategically refining our sustainability practices, social impact efforts and corporate governance. This involved strengthening collaborations, ensuring supplier alignment and fostering employee awareness and advocacy.

Where do most businesses fall down?

I think most businesses that don’t succeed in becoming a B Corp fail because they don’t fully commit to sustainability initiatives across all levels of the business. Success depends on active engagement to a transformative journey, not only from executives but also from all employees and key suppliers.
Businesses often fail to acknowledge their role in sustainability challenges, which forms the basis for a collective mindset shift. Recognising their contribution to the problem is a crucial step that needs to be taken for businesses to become part of the solution.

What mechanisms do you have in place for continuous improvement?

The B Corp standards, already stringent on a global scale, continuously evolve to meet even higher benchmarks. The evolving standards adapt to the changing landscape, ensuring certified businesses consistently meet and exceed expectations in transparency, accountability and sustainable practices – effectively raising the bar year after year!

We continue to improve our impact using the current standards and welcome the new standards and opportunities for improvement.

Some key areas we want to focus on include:

• Improving our supply chain management processes;
• Increasing the social and environmental performance of our value chain;
• Mapping our pathway to net-zero emissions in a challenging industry; and
• Enhancements to education on climate to align with our purpose of creating ambassadors for the planet.
  
  

How do you think B Corp Certification will impact Aurora Expeditions’ business, both internally and for travellers?

We already have a loyal past guest network comprised of travellers who care about the planet. Many of these travellers chose us because of our diverse sustainability intiatives, including everything from our emphasis on education and enrichment onboard to our Citizen Science Program to our purpose-built ships’ revolutionary X-BOW® design.

Now that we are a certified B Corp, we will continue to attract more and more individuals who align with our values. People trust B Corps because of their focus on transparency and community.

The certification also has flow on effects for our supplies, encouraging us to create a network of like-minded partners committed to doing the right thing.

What is your advice to businesses thinking about embarking on the B Corp journey?

I have five important pieces of advice for businesses thinking about embarking on this exciting journey:

• For businesses in the industry contemplating the B Corp journey, take the time to understand the importance of purpose-driven businesses and how they can drive economic systems change.
• It’s important to note that while we had a dedicated sustainability person to manage the process, it’s essential that every member of the business is on board and committed to actively driving change. Cross-departmental collaboration is vital, with each department leading initiatives to help the business meet B Corp standards.
• Embarking on the B Corp journey is a substantial undertaking, and learning along the way is part of the process. If you need additional support, don’t hesitate to reach out to a B Corp consultant. The B Impact Assessment tool is also a great resource that is publicly available and free to use. It offered invaluable guidance that helped us improve many areas of our business. I wish I had known about it sooner!
• Allow ample time for the B Corp journey. It takes time to ensure quality and valuable implementation of initiatives. I recommend setting up regular progress sessions with your team to maintain drive, commitment and progress, and be mindful that it could take years to achieve.
• Finally, start looking into the assessment early as it can provide guidance and potentially save you from doubling up work if you’re in the process of formalising policies and key processes.