Commitment to improving environmental and social performance isn’t something achieved by a short-term fix. In becoming a certified B Corporation, influencer marketing agency Influencer is taking long-term change seriously and hoping to lead the industry by example.
82% of marketers now have a dedicated budget for influencer marketing, and with this industry maturity, Influencer is bolstering its goal to make every facet of the influencer marketing industry more transparent. Influencer’s B Corp commitment exemplifies the company’s focuses: to influence with purpose, by continuously maintaining accountability and encouraging industry-wide transparency, leading the way by building a new type of media culture. The certification further marks a commitment to long-term change, higher standards and the continuation of Influencer’s journey in holding itself and the wider industry accountable. Guided by this independent framework, Influencer will set ambitious and achievable targets to continue to improve its performance, focusing on three key areas: people, planet and profit.
Already, Influencer’s efforts to achieve B Corp have meant its investment in energy sources that are 100% renewable, as well as a commitment to offsetting carbon emissions as the business expands globally over the next 12 months. It has also implemented policies for Period & Menopause, Parenthood, Pregnancy Loss, Inclusive Sick & Flexible Bank Holiday, and created a focus on inclusive hiring practices and increasing female seniority in leadership.
The agency has ambitions to empower the wider industry to follow in its footsteps, hoping to create a ripple effect by simultaneously working with more purpose-driven organisations and creators with societal and environmental causes at the heart. Ben Jeffries, CEO and Co-founder, Influencer says, “we strive to meet higher standards by implementing positive changes for our communities, clients, employees and the environment. We hope that we inspire others in the influencer marketing industry to join us.”
This commitment to environmental and social impact is on-going, as the agency consciously continues to improve across its focuses of people, planet and profit. It also aligns with Influencer’s wider move to increase the measurement capabilities of influencer marketing and lead the way through building a new type of media culture. This means ensuring brands can not only understand, but quantify the impact of their campaigns.
As for the future, you can follow Influencer’s progress with their Annual Impact Report, charting their achievements as well as what’s coming next. On this topic, Influencer’s VP of People Carly Ash said: “Within our areas of focus, we want to be consciously ensuring the work we do has impact with organisations who have societal and environmental causes, that our people are happy and that Influencer continues working on ensuring we are a diverse, equitable team who feel a true sense of belonging at work. Finally we are committed to reducing our carbon emissions as we continue to grow around the globe. The certification marks a milestone for both Influencer and influencer marketing, as the agency joins a global community of purpose driven businesses that inspire the world to constantly be better.”