Transforming the Event Industry: Abena Fairweather on the Power of B Corp Certification

In celebration of B Corp Month, we sat down with our incredible CEO, Abena Fairweather, to delve into the heart of our journey towards B Corp certification and the impact it has had on our approach to event planning and sustainability. From the "behind-the-scenes" complexities of certification to the practicalities of embedding B Corp values in our operations, Abena's reflections offer a candid look at what it means to lead with sustainability at the forefront in the event industry.

Join us as we dive into this insightful interview with Abena Fairweather, celebrating our B Corp certification and the continued journey towards sustainability and ethical business practices in the event industry.

1- The B Corp Journey: Can you share the 'behind-the-scenes' of our journey to becoming a B Corp? Were there any plot twists or standing ovations along the way?

Abena: Our journey to becoming a B Corp started almost on a whim, sparked by our team's passion for sustainability and the suggestion that we seek external validation for our efforts. Carol and I, somewhat naively, jumped into the process without fully realising the complexity involved. The road was filled with unexpected challenges, like the extensive paperwork and the creation of new policies from scratch, such as a breastfeeding policy we never thought we would need. Despite these hurdles, we persevered, motivated by our commitment to sustainability. There were a couple of standing ovations for the probono law firm and the advisory service they offered when we were in the process of joining. They did help us a lot. All in all, the journey itself was a testament to our dedication and resilience.

2- Impactful Events: In our industry, events come and go like seasons. How does being a B Corp help us ensure our events leave a lasting, positive footprint?

Abena: Being a B Corp sets us apart in the events industry, where sustainability is still gaining ground. Our certification serves as a badge of credibility, streamlining conversations with clients and stakeholders about our commitment to sustainable practices. It's not just about the label, though. You have to put in the work and care about sustainability in every single event you deliver. Our ethos drives us to make sustainability-centric choices, ensuring our events leave a positive, lasting impact.

3- Industry Leadership: As a leader in the event industry, how do you see B Corp principles shaping the future of events?

Abena: While B Corp principles are becoming more recognised in the events sector, I believe there's still a long way to go. The industry acknowledges the importance of sustainability, but it often feels more like a trend than an integral business practice. My hope is that, over time, B Corp principles will become deeply embedded in the fabric of the event industry, guiding companies toward more sustainable and ethical practices.

4- Challenges and Triumphs: What's been the most challenging aspect of integrating B Corp values into our event planning, and how did we turn it into a success story?

Abena: Transitioning to B Corp values wasn't about changing our practices but validating what we were already doing. The real challenge lies in the administrative requirements—creating impact statements and maintaining certification, which can be quite burdensome for a small team. Moreover, the event industry's nature, with its myriad suppliers and informal contracts, adds layers of complexity. Despite these hurdles, we initiated an onboarding process to align everyone with our values from the start. As an example of a success story, we have Legacy Marketplace, our marketplace for sourcing sustainable suppliers that we use and share with the industry.

It's an ongoing effort to integrate B Corp values deeply into our planning and operations, turning each challenge into an opportunity to reinforce our commitment to sustainability.

5- Engaging Stakeholders: How do we ensure suppliers, partners, and attendees are all on board with our B Corp ethos during events?

Abena: Our approach to engaging stakeholders is multifaceted. We prioritise clear and consistent communication, ensuring that sustainability is a prominent theme in all our interactions. This starts with selecting suppliers who share our commitment to sustainability, even if it means challenging conventional choices in the event industry. By embedding our B Corp ethos in every aspect of our work—from client discussions to supplier negotiations—we foster a culture of sustainability. Our job descriptions, website, and bid proposals all reflect this commitment, ensuring that everyone involved, from team members to event attendees, is aligned with our vision for a more sustainable and ethical industry.

6-Advice to Industry Peers: What advice would you give to other companies in the event industry considering the B Corp certification?

Abena: Pursuing B Corp certification is rewarding but demanding. I advise companies to allocate specific time for the assessment process and seek advice from peers or advisors. It's a journey that requires commitment but ultimately distinguishes your business as one that truly values sustainability and ethical practices. In summary: Allocate time and get help. That said, it is worth it.

7- Personal Reflection: On a personal note, Abena, how has leading a B Corp in the event industry influenced your perspective on business and sustainability?

Abena: Leading a B Corp has been an enlightening and, at times, challenging journey. This experience has sharpened my critical thinking about what true sustainability means in business. Despite these challenges, the certification has opened doors, allowing us to showcase our genuine commitment to sustainability. It's gratifying to see that our choices, sometimes seen as unconventional or commercially risky, have been validated. This journey has not only influenced our business practices but also reaffirmed my personal belief in the power of business as a force for good, inspiring a continuous pursuit of improvement and integrity in the industry.