We’re stoked to see the announcement that Aveda gains B Corp™ certification.This is testament to the brands’ 40 year commitment to caring for the planet. From plant, to process to people – B Corp values all.
Aveda is purpose-led
As a global sustainability leader and vegan hair care brand, Aveda, still had to demonstrate and have verified all standards of social and environmental performance, transparency and accountability. Make no mistake, B Corp is not handed out to all and sundry. We know it to be real label to respect.
Aveda gains B Corp status
What is B Corp?
Achieving B Corp Certification given by the non-profit B Lab, confirms a brand’s steadfast commitment to and presence of accountability and transparency throughout its mission-driven business. The award is facilitated by B Lab, and Aveda underwent a rigorous and extensive review of its total environmental and social impact. Aveda was assessed across five pillars: governance, workers, community, environment, and customers, and achieved an overall impact score of 89.6, far exceeding the 50.9 average score of companies undergoing the assessment.
B Lab UK
Going forward, there is a recertification process every three years. The is vital to update a company’s impact assessment and recertify as a B Corp.
Aveda’s way
Contributing to the certification of Aveda Corporation as a B Corp included the use of the company’s internal holistic and quantitative environmental scoring process. This is known as the Green Score and it’s all embracing. There are comprehensive benefits offered to employees, including volunteer time off for all employees and subsidized off-site childcare. A company culture at Aveda emphasizes the health and wellbeing of employees. More information about Aveda’s overall B Impact Score can be found by visiting the Aveda website.
In addition to its B Corp Certification, Aveda is also a public benefit corporation. This acknowledges that the business operates for both profit and to produce a public benefit and by law can consider the impact of its decisions on stakeholders.
Aveda says
“A pioneer in sustainability since the founding of Aveda in 1978, achieving B Corp Certification affirms, through an incredibly rigorous process, that Aveda adheres to the highest levels of social and environmental performance,” says Melissa Chelminiak, Director of Mission Partnerships and Engagement at Aveda. “Aveda is proud to join a community of like-minded organizations who are driving a global movement of business as a force for good.”
Lindsey Wilson, Associate Director of Community Growth at B Lab says: “Aveda has a sterling reputation for its decades-long commitment to maintaining a purpose-led business and I am thrilled to welcome the brand to our community of over 5,000 B Corps around the world. The rigorous and extensive B Corp 2 process takes into careful consideration a company’s impact on people and planet. I congratulate Aveda Corporation on its certification and look forward to supporting the brand on its continued mission to care for the world we live in.”
An amazing achievement all round!
For more on Aveda, click HERE
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