HOOTON – B CORP UPDATE
A little note on purpose and priorities, and why Hooton isn’t B Corp certified at the moment.
As one of the first PR agencies in the Netherlands to achieve B Corp certification, the B Corp values and network remain really important to us. But we just didn’t have the time or resources to renew our certification earlier this year.
The past 18 months have been a whirlwind, with lots of wonderful ups paired with a few too many downs. In truth, we reached a point where we needed to be really strategic about our focus.
While our commitment to sustainability and ethical business practices remains unwavering, we chose to channel our efforts directly into the work that matters to us the most: partnering with purpose-led clients who are genuinely changing society for the better.
As a small, independent agency, every single decision about where we invest our time carries weight. The B Corp certification process is rigorous and intense (and rightly so), but it also takes a lot of time. Right now, we believe we can make the greatest impact by leading with action rather than certifications. We're putting our resources toward doing the work that aligns with our values, alongside clients who share our vision of the world.
We’re also big believers in transparency. Rather than quietly deleting all mentions of “B Corp” from our website and glossing over it awkwardly when asked, we wanted to talk through our decision and explain it properly.
We genuinely loved being part of the B Corp community, so this wasn’t an easy decision to make (there was a lot of pacing). We will continue to work with many B Corp clients who inspire us every day, and we hope to rejoin their ranks in the future!
Our values haven't changed, but our approach has evolved. And sometimes the best thing you can do is simply focus on the work itself.
#transparency #sustainability #smallbusiness #bcorp
