Luminary achieves B Corp certification; pledges to use business as a force for good

Digital agency Luminary has been officially certified as a B Corp, confirming its commitment to corporate social responsibility.

The certification follows a rigorous independent assessment by global organisation B Lab, which assesses a company’s impact across five key areas: environment, community, workers, customers, and governance.

A certified B Corp, or ‘Benefit Corporation’, is a business that has met the highest standards of verified social and environmental performance, transparency, and accountability – with an underlying philosophy of ‘using business as a force for good’.

There are currently around 4000 certified B Corps worldwide, across 74 countries and more than 150 industries. While the B Corp movement is still fairly nascent in Australia, it is fast gaining momentum, with Australia and New Zealand being the fastest growing region per capita for B Corps.

Says Marty Drill, CEO: “Luminary’s company mission is ‘to make digital bright and the human experience brighter’ and we felt that becoming certified as a B Corp was completely aligned with that mission. In many ways, the certification was a validation of the path we were already on, while in some respects it challenged us to reach a little further. B Corp gives us a way to assess how we’re performing across a range of areas.”

Sustainability has been a key focus for Luminary in recent years. The agency has been carbon neutral since 2019, offsetting its carbon footprint through the Yarra Yarra Biodiversity Reforestation Project in Western Australia. It has also hosted team tree planting days and has replaced plastic bottles and takeaway coffee cups in its offices with aluminium bottles and keep cups.

Luminary has also had a longstanding commitment to flexible work arrangements, with remote work being common practice well before the pandemic made it a necessity.

A solid charity and NFP client base, along with support for a broad range of charitable initiatives, are also among the ways Luminary has endeavoured to make a positive contribution.

Says Drill: “Since we began in 1999, we have focused on improving people’s experience at work and on the web. From the beginning, we have been a little bit different to traditional business. We wanted our company to have a positive impact on the team, clients and society as a whole.

“These days, more people are increasingly looking to businesses to lead on social issues. B Corps have shown that business can be done differently. By becoming a B Corp, we’ve joined a community of businesses that care about balancing people, planet and profit, and who want to make a positive impact.”

For more on Luminary’s B Corp journey, visit: https://www.luminary.com/blog/luminary-joins-global-b-corp-movement