How to launch a B-Corp that generates results

As the buying power of millennials and Generation Z increases, buzzwords like “conscious capitalism” and “triple bottom line” — people, planet, profits — have begun to shape business strategy for many companies.

Mindful of younger consumers’ desire to support brands that go the extra mile to do good deeds for society and not just make money, some companies have sought certification as B Corporations. The B Corp movement aims to create a global business community made of firms that equate profit with purpose. B Corporation certification is a private certification issued to for-profit companies by B Lab, a global nonprofit organization.

"The marketplace has shifted … the younger generations have a demand for this type of business.” Jared Meyers, founder of Salt Palm Development and Legacy Vacation Resorts