In the market for change: Bullfrog Power digs deeper for environmental change

Ray Anderson, entrepreneur and the brains behind Interface, Inc., was quoted comparing the journey to sustainable business to climbing Mt. Everest.  Even a man with revolutionary ideas in sustainability knew the challenges we face.   So I’m happy to report that we – society – are moving steadily upward.
I’ve recently learned about a non-profit organization based in the U.S. called B Lab, which uses the power of business to solve social and environmental problems – right in line with WWF! B Lab certifies businesses that meet certain performance (social and environmental) standards, much like our Marine Stewardship Council certifies fisheries. Companies that pass third party certification can proudly call themselves B Corporations.
What’s most interesting and unique about B Corporations is that they dig deeper than your average corporate responsibility measures, by changing their legal framework to include commitments they make. This means they are actually held legally accountable to do what they promise.  B Lab launched the B Corp program in Canada this February, and our friends at Bullfrog Power (check out their “Zero Waste Month” initiative!) jumped right up for the challenge. I sat down with Bullfrog Power President Tom Heintzman to get a sense of what it takes to become a B Corp:

 
What was the biggest challenge in becoming a B Corporation and how did you overcome it?
Bullfrog has always had a very strong focus on the environment and we see this as the central element of our work as a social enterprise. The B Corp certification process challenged us to rethink our role in relation to local communities, our employees, and other dimensions of corporate social responsibility. For us, knowing that we are participating in a community whose ideas are gaining momentum across North America and encouraging a new way of doing business was well worth the effort.
 
What comes next for Bullfrog after becoming a B Corporation?
With a mission to provide easy and practical 100% renewable energy solutions for homes, business and transportation, we continue to explore new energy alternatives for Canadians.  Bullfrog also focuses on educating the public about conservation and the importance of green energy, increasing awareness of green energy choices, and inspiring more Canadians to take action.
Even after achieving our B Corporation certification, we’re working to cultivate better business practices. We are committed to improving the environment, which is why we have recently paid special attention to the waste we generate in our offices.  By implementing changes both small and large, we foster a culture of environmental responsibility and make sure that the ideals that helped us to become a B Corporation keep Bullfrog fixed on our goal of a cleaner, healthier tomorrow.
 
Do you have any advice for companies that are considering taking the plunge and becoming B Corporations?
B Corporations are looking to create a new sector of the economy which uses the power of business to solve social and environmental problems. This sector will be comprised of businesses that meet rigorous and independent standards of social and environmental performance, accountability, and transparency.
Any company considering becoming a Benefit Corporation – or B Corp – should be aware that B Corporations’ legal structure expands corporate accountability so they are required to make decisions that are good for society, not just their shareholders.
The benefits for a business choosing to become a B Corp are many, but the primary motivation has to be a shared vision of a better world. Current events present a unique opportunity for us collectively to redefine success in business. Using the power of business to solve social and environmental problems has never been more resonant and it is why every company should consider making the necessary changes to be part of the B Corporation movement.
 

 
I was inspired to write this post by reading Bullfrog’s recently released Progress Report.  Check it out by going to bullfrogpower.com/report, and while you’re at it, take a look at their neat power conservation tips e-booklet!