Wieden + Kennedy has become the first global network to get B-Corp certified, a designation that measures a company’s entire social and environmental impact.
The global firm has joined the likes of Patagonia and Ben and Jerry’s by meeting a specific set of standards set up with the goal of transforming the global economy to benefit all people.
With 1,500 employees spread across seven countries, the intensive process took the company nearly two years. From implementing a global emissions measurement program to establishing new sustainable production guidelines, it required full participation from the entire network.
Wieden + Kennedy teamed up with companies such as Zevero and Klimate to ensure the network hit its targets and ‘made good on its promises’. With Zevero’s support for example, the firm developed a comprehensive, science-backed strategy to reduce emissions, including the decarbonisation of its physical footprint and more intentional business travel.
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“Now, we realize it might not seem like a huge deal, especially while we’re all making predictions as to what will bring on the apocalypse, like AI raising an army of robotic overlords,” Wieden + Kennedy added. “But if an advertising agency can be good(er), then maybe there’s hope for us yet?
“Because if an ad agency can take it upon itself to expose the myth of the The Model Minority, or initiate an exploration of the nuances of Juneteenth becoming a national holiday, or work with its clients to clean up the beaches of Mexico by turning trash into art, or help millions of little girls dream about lifting the World Cup for their country, then maybe anything is possible? Maybe?
“So that’s it. That’s the rub. We hope our quest for being good(er) can inspire others to be good(er), too. Because that would be the goodest.”
