Using Business As A Force For Good
How B Corp helped us re-focus on what matters.
15 December, 2022
Yallingup, Western Australia
The Leisure Collective is very excited to say we’ve just certified as B Corp. The journey wasn’t an easy one though. We first heard of B Corp before Covid through brands we respect like Bellroy and Finisterre. The certification has quickly become the world’s gold-standard in helping businesses genuinely show we’re working to be a force for good in the world. Your entire company gets ranked in different areas, from environment, to people, governance and more, to achieve an overall score. Only those who hit a benchmark of 80 receive the B Corp tick. When our CEO Nathan Omodei first went over the initial questions, he realised it would be a lot of hard work to get here…
“We were already doing some great things in the sustainability space, so I was quietly confident, but looking at the entire scope of B Corp was really daunting. It's not just, 'do you make more sustainable products'. It challenges all the nuts and bolts, your business structure, everything. Still, I knew it was a good fit and where we want to be. The biggest question was how do we do this and is it truly worth certifying? It’s no surprise that only one in three actually make it to certification.”
Then Covid happened. It forced our entire team to refocus on our purpose of enjoying the ride with respect and passion. Doing the right thing for the planet was something especially important as a group of people who spend most of our spare time outdoors and in the ocean. The entire board sat down and re-cemented our commitment to becoming a positive force in the world. Nathan reached out to other brands for advice on the best ways to embrace B Corp and its framework to change for the better.
“I think without their encouragement and reinforcement that the process in itself helped them become better businesses, I’m not sure we would have got there,” explains Nathan.
“The best insight was that no system or certification is perfect, but the process of certifying for B Corp gives lots of opportunities to reflect on what you do and why, and to think about how to measure your impacts.”
— Nathan Omodei
“It’s possible that some elements of B Corp do not resonate with your business and that’s okay. You need to stay true to who you are and your purpose, and you can still be a force for good!”
With the commitment there, each of the brands in our group - from Creatures of Leisure to OTIS - pulled together under the motto “do what we can, where we can, as fast as we can” to improve. There was already a firm base to work from, such as OTIS using mineral glass lenses over plastic and offering biodegradable frame options. But, much more was put in place. We changed our company constitution to consider all stakeholders in our decision making, not just shareholders. We’ve significantly reduced our plastic usage in packaging across the entire business, with an aim to eliminate it completely. We recruited a more diverse range of people to sit on our board as advisors. We’ve experienced the incredible rewards of hiring a neurodiverse young guy Tom to become a valuable part of our team. A full range of both small and larger changes for the better that our entire crew can be proud of. Every single one is a reminder that this is why we do what we do.
However, while we’re excited to be on this path, there are no illusions about thinking everything is incredible.
“We’re definitely not sitting around singing ‘kum ba ya’ and naval gazing at some unrealistic view of the world,” says Nathan. “We’re far from perfect. We’re still realists and value diversity of opinion, freedom of thought and ambition. But business can be competitive, profitable and fulfilling while still being respectful to all that we impact, as well as reducing the harm we cause to the planet.”
A stronger team feeling has also emerged as a result. We’re pushing toward the same goals, knowing it’s all for a valuable reason. There’s still plenty of fun and drive in there too.
“I think when it comes to the environment it’s really a team effort. Our team decided to really lean into the volunteering. It’s been a great reminder that we can do more to support our community” says Brand & Product Manager of OTIS, Sally Kerr.
“It’s definitely a team effort and shared learnings,” adds Beau Campi, Brand & Product Director of Creatures. “We are fortunate that our brands and products are diverse and don’t compete at a consumer level. It’s all about reduction, efficiency and lessening our impact for the future of our planet and humanity – so there’s no benefit in holding those cards. We’d be cheating ourselves.”
When the nod for certification came through after almost two years of officially working towards it, there was definitely some celebration. Even more rewarding, every one of our company-owned brands are certified as well. It wasn’t just TLCI that made it. OTIS, Creatures, sito, and Layday did too.
“It was high fives all round (including some virtual ones!),” says Nathan. “We thanked each other for the contribution along the journey as it has been a real team effort. It was a combination of satisfaction, relief and ambition to continue on the journey that we’ve started – to have a positive impact on those that we come in contact with.”
And, there’s so much more to do. With an overall score of 91.9, we have a benchmark to uphold and exceed. We now have a solid framework to continue doing what we can, where we can, as fast as we can. The respect and passion is there. The support of the owners and board are fully behind us. Now, the certification is there too. A meaningful badge we’re proud to have earned, and will continue to earn as we work toward being a force for good in the future. It’s never easy, but it’s 100% worth it. A reason for being in business that lasts well beyond simply earning a living.
