PR agencies: to B Corp or not to B Corp?
A CIPR International committee member based in Dubai reflects on his PR agency’s journey to gain B Corp certification and provides insights for others interested in doing the same
Climate change is a pressing issue, but as a purpose driven PR agency, we at CYKLA weren’t content with just talking about it. We wanted to walk the talk. While we've always focused on corporate social responsibility (CSR) and communication for governments and social entrepreneurs, we realised it wasn't enough to design campaigns for others without implementing sustainable practices ourselves.
Sparked by change
The pandemic served as a catalyst. We embraced remote work, becoming a 100% virtual agency with a small team spread across six cities. This improved work-life balance and reduced our environmental footprint. CYLKA has also invested in Letswork, a platform that offers access to co-working spaces globally, further minimising our physical footprint.
Building a sustainable foundation
As a small business, navigating sustainability initiatives initially felt overwhelming so we decided to start local. We approached MAJRA UAE, the government body which regulates CSR and sustainability, to participate in their Impact Seal programme. This six-month process of documentation and audits helped us establish proper governance to measure our sustainability impact based on: The environmental, social and governance (ESG) principles; UN sustainable development goals (SDGs); and national priorities.
Recognition and growth
Earning the prestigious Golden Impact Seal, alongside companies like Unilever, Citibank and Emirates airline, was a significant milestone but it wasn't the finish line. This recognition prepared us to qualify for HSBC’s year-long sustainability acceleration programme Living Business. Designed to help businesses take sustainable action, it kept us accountable and provided valuable coaching.
B Corp: a global benchmark
With a strong foundation in place, we set our sights on the B Corp certification. Awarded by B Lab, B Corp certification signifies a company's commitment to social and environmental responsibility. The rigorous assessment process covers five key areas, transforming businesses into forces for good. After a nine-month journey, CYLKA became one of only 10 B Corps in the UAE and 24 in the MENA region.
Beyond the badge: a commitment to action
While achieving these milestones is rewarding, sustainability goes beyond chasing accolades. Greenwashing – focusing on reputation over genuine action – is a trap we strive to avoid. The key is a cultural shift, where sustainability is embedded in our core values.
Sharing the knowledge
Sustainability is a collaborative journey. We actively participate in global initiatives to raise awareness of climate action. One example is WeatherKids, an innovative joint effort by the UNDP and ICCO, in which child meteorologists forecast what the weather will be like in 2050. CYLKA also took part in the Green Impact programme by Students Organising for Sustainability (SOS UK). This involved auditing selected facilities and centres at the London School of Economics (LSE) and helping them improve campus sustainability.
The takeaway for PR agencies
Should your PR agency pursue certifications such as the B Corp certification? Absolutely – with caveats.
- Genuine commitment: Sustainability must be a core value, not a marketing tactic.
- Collaboration is key: Engage stakeholders to maximise your impact.
- Advocate and promote: Champion the causes you care about – learn how ‘green marketing’ can support your efforts.
- Knowledge sharing: Share your expertise! Offer talks, write-ups, and mentorships to inspire the industry.
Sustainability isn't a badge; it's a way of doing business. By maintaining our green commitments and continuously improving, we can all contribute to a better world.
Saad AlRubaian is a Chartered PR practitioner and the managing partner of B Corp boutique agency CYLKA. A Kuwaiti professional, who has served previously for both private and government sectors in Dubai, Saad is also a mentor, judge, board member and writer on social entrepreneurship and communication matters.
Saad's blog was original published by CIPR International. Read the original post.