Vancouver agency PS&Co has earned its B Corporation certification, part of its larger efforts to become more purpose oriented for itself and its clients.
“Demonstrating purpose—backed by credible action—is crucial to winning over consumers, clients and employees,” said Patty Jones, president, PS&Co Brand Studio, in a release. "Clients want proof that you’re walking the talk. B Corp Certification is highly trusted and authentically demonstrates our commitment to social and environmental performance, accountability, and transparency."
“Demonstrating purpose—backed by credible action—is crucial to winning over consumers, clients and employees,” said Patty Jones, president, PS&Co Brand Studio, in a release. "Clients want proof that you’re walking the talk. B Corp Certification is highly trusted and authentically demonstrates our commitment to social and environmental performance, accountability, and transparency."
PS&Co says its goal is to “unify good brands with good people to create positive impact.” As part of that mission, and closely aligned with its B Corp certification, the agency said it will only work with clients that have a clear social or environmental purpose, or want PS&Co’s help to develop that purpose.
As part of that commitment, the agency will no longer work with clients in the oil and gas industry, has signed the “Clean Creatives pledge," and will continue to refuse tobacco and vaping work.
According to the B. Corp website, 49 Canadian companies classified as working in “advertising and market research” have B. Corp certification, though the list is dominated by small, independent agencies.
"This is a growing movement of leading companies committed to using business and brands as a force for good," said Jodi Beasley, senior director of community at the B Corp. certification company B Lab U.S. & Canada.
Agency support for the fossil fuel industry has been an increasingly debated topic in recent years, as signs of the climate crisis have become more pronounced.
Clean Creatives, which launched in late 2020, says 600 agencies have now signed the pledge not to work with fossil fuel clients for example. And Havas, which is B Corp certified, was heavily criticized after winning the Shell global media business earlier this year, including a protest at its London office and calls to be stripped of its B Corp. status.
PS&Co, meanwhile, says it has already seen the benefits of undertaking B Corp certification, crediting it with a drop in its employee attrition rate, from 30% in 2022, to zero this year.
Clients, too, are showing their preference for agencies with strong social and environmental commitments. “Pursuing, and now achieving, our B Corp Certification has helped us attract both talent and clients who are passionate and committed to producing work with purpose and positive impact,” said Jones in the release.
