Marketing, PR & Advertising, Nonprofits, and Sustainability

Marketing firm earns B Corp status

April 14, 2016
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The Image Shoppe staff
Team members of The Image Shoppe, a marketing firm in Grand Rapids, pose at the intersection of Wealthy Street SE and Diamond Avenue SE. Courtesy The Image Shoppe

A marketing firm in town is now a certified B Corporation.

The Image Shoppe in Grand Rapids’ Wealthy neighborhood said yesterday that it has joined several of its clients in earning the certification.

“Our company was built on the philosophy of sustainability, and the B Corp certification further validates who we have always been at our core,” said Karen Tracey, president and creative director, The Image Shoppe. “I love that it holds us accountable by documenting and measuring our processes, so we can continue to improve.”

B Corporations are certified by the nonprofit B Lab, which evaluates organizations based on their adherence to standards of promoting and practicing environmental sustainability, accountability and transparency.

The Image Shoppe earned an overall B Score of 86, which assesses the corporation’s environmental impact, workforce relationship, impact on customers, community impact and accountability and transparency.

Companies must score 80 out of 200 points to be eligible for certification, and the median score of all companies that have completed the assessment is 55.

There are more than 1,600 B Corp-certified companies across the globe.

The Image Shoppe cited its reduction, recycling and composting programs, as well as volunteering in the community and native-plant garden as some of the ways it has been an active ally of environmental sustainability.

B Corp “movement” in the area

The Image Shoppe joins clients 616 Lofts, Bazzani Building Company and Essence Restaurant Group as a B Corp.

Cascade Engineering, Brewery Vivant, Catalyst Partners and The Gluten Free Bar have also obtained B Corp status.

“The Image Shoppe is a shining example of the type of high-minded business culture that is the hallmark of the B Corp community,” said Drew Coppess, director of sustainability, 616 Lofts. “We are excited that they are proving yet again that a company can be financially successful, while maintaining a strong commitment to social justice and environmental stewardship.”

The Grand Rapid-based nonprofit Local First offers a free Quick Impact Assessment to help companies interested in becoming B Corp certified gauge their current sustainability practices and get the ball rolling.

“The Image Shoppe has been integral in the local business community since it opened in 2003 and has continually used their business as a force for good,” said Amy Deel, operations manager, Local First. “As their long-time friend and colleague, Local First cannot be more thrilled to see them become a certified B Corp and join the ever-growing B Corp movement here in our community.”

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