Certified B Corps are the way of the future. These are certified purpose-driven brands. Why the way of the future? Because they help change the world and they are actually SELLING MORE than regular companies. Avery Young is an expert consultant on the subject in Santa Barbara, CA.

LISTEN to this pod right here by clicking play or choose your favorite listening platform below. You can also WATCH the video podcast below that! Check out the show notes at the bottom to get more details about the contents of this episode. Enjoy!

Show notes in order of appearance:

  • Surfing and new normal in Santa Barbara
  • Innovation & Social Entrepreneurship as a university major in Westmont. What this new study entails
  • Hitting the streets for market research in Austin, TX on companies wanting/not wanting to include social impact in their businesses.
  • Finding a niche for certified B corp consulting
  • What does it mean to help companies become B certified
  • Social impact Vs Environmental impact
  • Certified B corp process 101
  • Understanding the process and things that qualifies companies for certified B
  • Challenges/hiccups in obtaining a B corp certification
  • How the certification helps business connect with consumers and company employees better
  • Trendy icons on packaging like 1% for the planet, Vegan, Organic, Non-GMO, etc
  • Follow up process
  • Blueberry farm in South America
  • Traits of the NEW conscious leader

Connect with Avery Young and Everoot Consulting.

Below is a transcript of the video podcast created by Seb’s Robot buddy, Zekton. He tends to make mistakes so please forgive him if you find errors or some funky sounding sentences. For the real deal, watch the video or click on your favorite audio Podcast platform above! Enjoy!

Sebastian Naum (00:10):
What’s up guys. You know, I really, really enjoyed this interview. You will basically get a solid one Oh one on certified B corporations. I interviewed field expert, Avery young. She actually studied social innovation and entrepreneurship and has traveled extensively to advise purpose-driven companies and organizations. Avery is a co-founder of Everett, a social enterprise consultancy based in Santa Barbara, California. She works with business leaders in effort to improve their overall social and environmental performance and supports them through the rigorous B Corp certification process. If you ever wondered what that little bee with a circle logo is on packaging, or if you already love what it stands for and wondering what it takes to get it, you’re going to love this.

Sebastian Naum (00:55):
Welcome to the show.

Sebastian Naum + Avery Young (00:57):
Hey Sebastian, thanks for having me. Thanks for being here. I’m really excited to have you, uh, so Avery and I knew each other through Kate Flynn, who is the founder of Sonnen’s 12 foods and, um, they are a certified B Corp and I’ve always been really into certified B Corp savory. So like I’m super into this. I’m really excited about it. I was actually involved with a one for one kind of like the Tom’s one for one model, but it was for soccer balls. It was a company called golden. Yeah, it was complete bowl out from Argentina. And I was involved with getting them going here in the U S but I was not involved with the process of getting them, uh, you know, be certified. So, uh, and that was something they already had from before, but I’ve always been into it. It’s something I look for in their labels, but I think a lot of people have no idea what it is.

Sebastian Naum (01:39):
So I’m really excited to, to learn more about it with you today. Yeah. So I like to start, uh, all of my shows by asking my guests, when was their last Oh, moment. And that could be something as little, like very, it could be something really dumb, like really little, or it could be something really major, but whatever that means to you, it could be good or bad. When was that? So for the company specifically that you in life for the company, whatever you want to share, um, well, I mean, most recently I, I went surfing yesterday with my husband and I’m still learning. Um, but you know, you just gotta get out there and try it. So there was a moment where, um, I was looking back at him and not at the waves and a huge wave just came in and completely humbled me.

Sebastian Naum + Avery Young (02:31):
And then also later, you know, I hit the rocks and it’s a learning experience, but I haven’t having a great time with it. So that was, I love that I was surfing yesterday, but here in Santa Monica, the waves are really small, so I didn’t get pummeled, but it does happen to me often. And it’s funny, you know, it’s weird. Like I know this is probably really cheesy, but when I’m surfing, I’m constantly trying to like equate like situations in my surfing experience to life because you’re literally, when you get the worst part, when you’re getting crushed is that you come up for air and then you see another one

Sebastian Naum (03:03):
Coming. You’re like, Oh, another one’s coming and I’m not going to breathe for a long time again. Yeah.

Sebastian Naum (03:08):
Oh man. It’s like this big washing machine effect you get, but real life. Right. All right. And then, so follow that. When was your last hell yeah. Moment and it could have been that next wave you wrote or it could be something else.

Avery Young (03:20):
Yeah. Um, let’s see. I think, well, you know, I’m just enjoying being in Santa Barbara on the weekends and whatnot. And, um, we, I went biking around Santa Barbara this weekend and it’s been just so cool to see, you know, as everything’s opening back up after COVID, um, just to see so many people walking around still in masks and whatnot, but we’re just biking around and enjoying Santa Barbara opening up. Um, I’m seeing people dining out on the street. So, um, it was just a really cool and inspiring thing to be biking around our city and see people just loving and enjoying, um, where we’re at despite you know, everything going on right now.

Sebastian Naum (04:03):
Yeah. I mean, I love Santa Barbara, as you know, I went to UC Santa Barbara. So, and, you know, add that in with the, it’s like a different energy you feel now when you see people, um, you know, what’s funny too, when I was going out, uh, one of the few things I was doing, going out of my house during the midst of all of it was going on, on a run and in kind of the middle, when you would barely see anyone out there, it’s funny, if you would kind of cross someone’s path, it was almost like everybody was saying hi, like, it was like, hi, you’re human, I’m human. We say hello. And like, it’s something that people don’t usually do. And it’s just funny. So it’s like, I feel like, I hope that it brings out this kind of energy of more connectedness and more oneness, even though there’s still the social distancing aspect of it. That’s really cool that you shared. Yeah. So you did your thesis in social entrepreneurship. Did you, was that your major as well too?

Avery Young (04:50):
So my, yeah, my major at Westmont was in social innovation and entrepreneurship.

Sebastian Naum (04:55):
So that’s really interesting. I don’t think that was a thing when I went to college. I’m not sure. And tell us a little bit more about it because somebody is like, what does that even mean? It’s like social work, what does this blue stuff, but there’s also the word entrepreneurship. What, what exactly is social entrepreneurship? What did you say exactly? It was social,

Avery Young (05:14):
Social innovation and entrepreneurship

Sebastian Naum (05:17):
Entrepreneurship. That sounds awesome.

Avery Young (05:19):
Yeah. So I mean, essentially how I would explain it is that it’s really learning how to use business as a tool to solve both social and environmental problems. So a lot of my coursework was, you know, some of it was traditional business classes, but some of it was more like social research methods and looking at food systems, um, and seeing just how those interact together and how you can use business models to really make an impact, um, on our communities and on the environment.

Sebastian Naum (05:50):
That’s awesome. That’s really cool. I love that. And so you had, I mean, I’m assuming the first couple of years to get that lot of that regular kind of undergrad stuff we all get, so you got a little bit of everything. And then the last couple of years, the last few years, you focus more on that. So does that separate it out into, in you talked about the environment, so are there classes that are more focused on your environment and then there’s other classes that are more focused on the social aspects?

Avery Young (06:13):
There’s some differentiation, but, um, most of the coursework that I took really integrated both because you can’t really divide the two they’re so interlinked to where whatever you’re doing to the planet, it’s going to inevitably impact the people that are working on it. You know, so a lot of my coursework did integrate the two

Sebastian Naum (06:34):
Really interesting that you say that because I’m thinking to me, I’m thinking, well, no, I mean, somebody that only cares about the oceans doesn’t necessarily care about homelessness and vice versa.

Sebastian Naum (06:45):
Right. So,

Sebastian Naum (06:47):
Um, that’s interesting. I mean, yes, Indiana,

Avery Young (06:49):
It’s all connected. Right. And for me too, it was really interesting because I jumped into this space more with a passion for the social side, um, you know, looking at supply chains with forced labor and them. And there’s just a lot of injustices that we see, um, socially. And I came in with a lot of passion for that. Um, but then through studies and whatnot, I grew to have a lot more of a passion for the environmental side. So, yeah.

Sebastian Naum (07:17):
Interesting. Was there one particular issue that always was inside of you that made you want to go into this and really that instilled that passion?

Avery Young (07:26):
Yeah. I don’t know if I would say it was one in particular. Um, but forced labor was definitely one of them. And I was back in high school. I did a, you mentioned my senior thesis on ethical trade in the global food industry. And that was the first time that I realized wow. In a lot of, um, products that we purchase and food that we buy, you don’t necessarily know where it’s coming from. Um, like right now, I think the international labor organization estimates that there’s like 16 million, um, forced labor slaves in the private sector, um, in general. So th that was probably from a few years back, but that’s a huge issue and companies don’t talk about it a ton. So that’s where I got more into, um,

Sebastian Naum (08:15):
Example of that. Give me like a tangible example of that forced labor and in a company that maybe you don’t have to say the company, but what’s, or maybe you can, but what’s an example.

Avery Young (08:25):
Yeah. Um, so I mean, there’s a ton of examples. A lot of times it’s in the agricultural industry. You’ll see, um, for example, children being bribed to, um, work and then they’ll end up, you know, bragged by little things like bikes or, um, not, and then end up joining a company and working for them and then getting trafficked, um, to another country and having to, um, work in Lesley and not be able to get out. Um, that was research that I did a, a long time ago and kind of fueled a passion there. Yeah. Really sad.

Sebastian Naum (09:05):
The only, the, the most obvious major example I can think of that is everything that happened with FIFA and the, you know, the building of the stadium of the world cup for that next world cup. I don’t know if you’re aware of all that stuff, but, um, that’s crazy. Um, and then, so you moved to Austin, Texas, and you did some market research in terms of, like, you kind of started looking into this whole, you know, certified B Corp certified B companies, B certified. What, what is the technical term for, for the,

Avery Young (09:37):
Yeah, so, um, essentially what happened was, um, to Becky as one, as my co-founder, um, and we realized that, you know, there’s, um, upon graduating, we kind of had this decision of, do we want to start another social enterprise or do we want to work with companies to help them improve their social and environmental performance? And we moved to Austin, Texas, which is where I’m from originally. We moved there for three months, um, and kind of did market research, like you said. So we walked around and talked to different food trucks, um, and asking them, what are you doing in regards to your sustainability and your social responsibility? And do you want to improve? And most of the time they looked at us at us and said, yeah, we really do care, but we don’t know where to start, or we don’t have the time to invest in it.

Avery Young (10:31):
We don’t have employees to invest in it, so we’re working on it, but haven’t really prioritized it. And from there we realized, okay, so there’s a lot of traditional companies that want to be doing better, but don’t necessarily have the resources to do that. Um, and then there’s a lot of leading companies that were really inspired by, um, how can we bridge this gap? And what’s this disconnect. Um, so that summer we worked on launching a social enterprise consultancy, um, to where we could work with these companies to help them improve. And then when we moved back to Santa Barbara, um, about three months later, that’s when we realized that B Corp would be a really incredible tool to work with companies to help them improve because it’s this outside certification that looks at them really holistically. And if a company already wants it, then it’s just a matter of us partnering with them and working through that vacation to improve overall.

Sebastian Naum (11:30):
That’s really awesome. I was going to ask you what market research even means when you’re doing it kind of on your own, because it’s like, I think a market read, there’s like, Oh, we gotta do some market research that it’s like, Oh, I got to hire an agency and pay them at least 10 K or even $50,000 to do some market research, or you walk around the streets and you hit up food trucks and you hit businesses and you just straight up ask them. So I love that that was your market. And that’s the best that a lot of us can do and you can get started and do your market research that way. And that’s really cool that you said that like most of them were like, Oh, I don’t even know how to do that. But yeah, that sounds great. I do want to do that.

Sebastian Naum (12:06):
W I do want to affect my communities and I’m sure a lot of people, a lot of small, medium sized businesses do, but they don’t really know how, or, you know, it doesn’t, it’s not part of the bottom line, so it’s not like, you know, within their consciousness of how should we do it, you know? Um, and so you said that essentially, so you started every route consulting. And so every route essentially is going after companies that already know they want to do that until you help them through, um, that process. And before we get into that process, so what did it mean to you to, um, to help these other companies attain it? Like what, why was it so personal for you guys? Obviously you’ve always cared about this aspect you’re going between the option of, should we start a social enterprise or should we help other companies do it? Why did you go that route?

Avery Young (12:56):
Yeah, I personally think that there’s a huge potential for large scale impact in that way. You know, of course, you know, starting a social enterprise and you see so many businesses doing really good work and making an impact. Um, but our ultimate vision is, you know, we’re starting, we started working with smaller companies and they’re making little decisions in their company. Like let’s pay our employees more, or let’s start composting and recycling, let’s start doing things, but as you start to move and work with larger companies, and you’re talking about touching hundreds and thousands of people’s lives, um, so it was just a really cool opportunity to not only, you know, work with existing companies. Um, but also like we love working with other purpose-driven CEOs and hearing their mission and their values, um, and what they want and helping them make that a reality is such meaningful work. Um, especially when, like I was saying, they don’t necessarily have the time or the resources to prioritize it, if we can work with them, um, and help those things become a reality then, um, we’re really satisfied with, yeah,

Sebastian Naum (14:07):
That’s really awesome. Yeah. It’s, it’s, you’re scaling that social aspect in a way by helping multiple companies and reaching more people. So that’s really cool. So what are those basics of getting the certification?

Avery Young (14:19):
Yeah, so B Corp, um, is a certification for companies similar to fair trade organic, but it’s a little bit more holistic and the sense that it dictates that a company cares about its workers and the environment and the community, not just one of those things. So it does a really good job of differentiating purpose driven business leaders. And, um, when I talk about it being holistic, that means it, it assesses companies in five different categories. So when a company wants to get B Corp certified, the first thing that they have do is take the B Corp assessment. Um, and that’s an assessment developed by B lab, which is a nonprofit that started B Corp. Um, and this assessment goes through those five categories. So it looks at a company’s workers, um, how they’re treating them, what is their financial security, health, and wellness, um, are they satisfied?

Avery Young (15:12):
It looks at environment. So, um, what are you, how are you contributing to, um, an positive environmental impact? Um, what is your impact on land in life, um, in climate and it looks at your governance, so what’s your mission, what’s your transparency? Um, how are you communicating those things, um, and your overall ethics then community. Um, so that’s looking at, um, are you giving back to your local community? How are you engaging your community? Is your business meant to, um, improve the life of the people around you? And then the last one is customers. So that’s looking at, are your customers satisfied? Are you building a product or a service that’s going to benefit them in the long run? So there’s this really, really holistic assessment that you go through. It’s not just, um, asking, um, in one aspect of your model, what are you doing? Well, it’s really looking at it across your entire business model and making sure that you’re caring for your workers and for the community and all these things. So a company takes that assessment and they have to get a score of 80 out of about 200 points.

Sebastian Naum (16:28):
Not like you’re getting an F on it. Yeah,

Avery Young (16:30):
Exactly cool. Because it enables companies, you know, to focus on certain categories of the assessment than others. Um, but they still are really forced to think about every aspect of their model. And once they go through this and they get the 80, then they submit their documentation. Um, and they have to get that reviewed by B lab, um, and change, make other a few legal changes. Um, and then they can finally get certified. So it’s a pretty rigorous process. Um, but it really does help companies improve. Um, overall

Sebastian Naum (17:07):
That’s awesome. It sounds really complete. Hey guys, I just want to remind you, if you want to find more content like this, you can visit Sebastian nom.com. That’s Sebastian N a U m.com. You can also get a ton of other marketing resources for myself and my agencies ranging from SEO to social media, influencer, marketing, branding, web development, and more again, that’s Sebastian nom.com. Thank you. And enjoy the rest of the show. I think when a lot of people think of certifications too, they may think like, Oh, like some people just think that there’s some BS behind. Some of them are like, there’s a lot of bureaucracy that, you know, and it sounds like this is not necessarily the case. It sounds very much like very holistic and also very much kind of, you know, I don’t know real to me. I mean, that’s how, that’s how it sounds to me. Sounds like a very honest process. Could we say that? You could just say that. Definitely. Yeah. That’s awesome. What are, what are challenges, for example, in obtaining it? I let’s say I got a company and I’ve got a couple of great give back, you know, things are good things that I do. What could be like a challenge or cause a hiccup or delay what’s an example of a hiccup or a challenge.

Avery Young (18:14):
Yeah, definitely. So say you’re a company and you’re doing things really well. Environmentally you’re carbon neutral. Um, you’re almost zero waste, perhaps you’re really minimizing your energy, energy and water usage. Um, but you haven’t really considered, um, your workers in the sense of what are their benefits. Are they satisfied? Are you giving them career opportunities and development opportunities and you know, a company that thinks we’re doing things really well, um, may and they haven’t considered these things. They’re going to run into a lot of problems in the assessment because it is holistic and you, you have to be considering those. So even if like that, it’s a give back model, um, giving a ton of wage to their local community, but they haven’t considered another aspect of the assessment. It’s going to be a major challenge for them. Um, and then the other big one is B lab cares a lot about documentation, um, and formalization.

Avery Young (19:17):
So if you’re doing all of these things, um, but you haven’t actually developed an environmental management policy or a supplier code of conduct, um, something along those lines, you’re probably not going to get credit on the assessment. Um, and the reason that is, is because B lab wants to make sure that you’re doing these things in the long run, and it’s not just, um, Oh, today we feel like doing this. Um, but in a few months, it’s not gonna make sense for us. So they want to have things formalized and properly communicated to your employees so that it can exist, um, throughout the longevity of your business, which is really cool when you think about it, but it can be frustrating for business owners when they’re like, well, we’re doing these things already. Why don’t you give us credit for it? So they have to spend a lot of time on formalizing.

Sebastian Naum (20:03):
Interesting. I think that, that also helps though with the, um, like the connection between the employees and the team members and the founders and the CEOs, not just the process itself, not just the consumers, but kind of what it creates for the people within that company. It’s as if they’re, they’ve got a bigger purpose and mission, right? Yeah. So I mean, being a founder of marketing agencies, I get to market a lot of different products, a lot of different companies. And I, you know, I’ve got companies or products that it’s just bottom line, just money. This is what we do. We’re just trying to sell, give me the results. Um, and then you’ve got the whole, you know, other side of that, which is, you know, companies like the ones that you work with and I see such a different type of consumer and connection, the consumer and the company. Um, how do you see this really affecting the, either the six, you know, the success or affecting the type of people that, uh, you know, a certified B Corp?

Avery Young (20:58):
Yeah, definitely. So for the consumer in particular, I think, you know, this is one of the main reasons that companies do decide to get B Corp certified is because of the marketing benefits. They know that if they have that logo on their product and, um, if it’s a, say a consumer package, good, and it’s in a grocery store, if they have that logo on their product, when a customer walks by and they see it, they know that they can trust that company, that they’re not cutting corners and that they really have assessed their company holistically. So it builds brand trust. And I know Ben and Jerry’s a popular B Corp. Um, they did research a few years back that showed that consumers were actually two and a half times more likely to purchase from companies that were purpose-driven two and a half, two and a half.

Avery Young (21:46):
Um, and they’re more loyal to those companies. So not only is it they’re more likely to purchase from them, but they’re also gonna stick around. Um, and then in that same vein, thinking about, you know, attracting employees and their satisfaction, um, there was research done. Um, well, B lab, they, they looked at employees who work at B Corp and found that they, they were 98%, um, satisfied and happy you say that they’re highly satisfied with where there is a huge number, um, want that they want their companies or their employees to be satisfied and engaged. And part of it is what you’re talking about, that they have that meaning they have that purpose in the work that they’re showing up to every day.

Sebastian Naum (22:33):
There’s a study that was done on like just random certified corpse.

Avery Young (22:37):
So this was administered by B lab, um, seeing across all of the B Corp, um, what each of employees were satisfied.

Sebastian Naum (22:46):
So cool. That’s awesome. It’s just all around. I mean, it’s just helps everything. That’s really cool. So there’s a lot of, you mentioned like, you know, uh, consumer packaged good products, you’ve got the certified B Corp logo on there. There’s so many logos, right? You got 1% for the planet certified organic certified B vegan non-GMO and there’s so many icons you can have on a packaging now. Right. And, um, I mean, I, you know, obviously we live in health conscious, uh, communities that are more, maybe on the liberal side, we have consumers that are looking for these types of icons and things like that. How do you feel that, you know, obviously, maybe you’re a little bit jaded, but how do you feel that certified B Corp icon, you know, um, compares to the other ones? Do you think that people see it as important as the others? Maybe less, maybe more, obviously I’m not going to compare it like with vegan, vegan has nothing to do with the, you know, social aspect, but you got all these like labels you can have on,

Avery Young (23:49):
And that’s a great question. There’s, um, you know, I think it depends a lot on the company and what type of product or service you’re offering. Um, but generally knowing that B Corp, you know, like I’m talking about it’s this holistic certification for any type of company across any industry, um, which is, you know, it’s, it’s really cool to see it as this kind of uniting certification, but, um, for a lot of companies, like more agricultural focused companies, um, they might want to start with organic or start with fair trade because that’s something they care about and then add on the B Corp certification, um, working. Yeah.

Sebastian Naum (24:27):
Does that help? So those are the things coming in first, does it help the process of, to sort of, yeah,

Avery Young (24:31):
It is actually. Um, so you’ll get more credit on the assessment typically if you’ve already gone through other rigorous certifications, um, which makes a lot of sense, like we’re working with the blueberry farm, uh, right now in Chile and they were already, uh, organic and fair trade certified. And then they said, we want to, we want to go through the B Corp certification process to, um, because it’s a great way to communicate that we’re, we’re caring about all these different aspects of our organization. Um, and you know, they want to join this greater movement of purpose-driven businesses. They want to be networking with like-minded businesses, you know, so there’s a lot of extra benefits that drew them to get the certification.

Sebastian Naum (25:15):
That’s amazing. I love it. I mean, this conversation could be more the title of this podcast, conscious profits. That’s super cheesy to say, but it’s so true. I mean, this is conscious profits at its finest, you know, and it’s so holistic. That’s great. How serious is the followup process? Um, so now I’ve got my certification. How, like, how do I know that these companies that have this logo on their packaging are still doing what they’re doing it’s at once a year? How are they checking? How rigorous is that?

Avery Young (25:42):
Yeah. Um, so once the company gets B Corp certified, um, of course they need to continue to follow up on all of these commitments that they made. And we really prioritize that when we’re working with companies, we want to make sure that, you know, they’re not just saying that they’re doing something, but they’ve really worked to integrate it into their company. Um, so once you get certified, you know, it’s a matter of continuing to engage your employees. The more you get your employees on board, the more they’re excited to continue to monitor and track, um, things like key performance indicators. So that over time you can really assess and continue to improve. And that’s, that’s the cool thing too, about B Corp is they assess you every three years. Um, and you’re going to have to go through, um, it’s a less rigorous certification process. The second time you have to essentially recertify and it’s kind of cool to see competition within the, the group of B corpse, um, that they want to continue to, um, improve their score and get better, um, for the next time around.

Sebastian Naum (26:48):
That’s awesome. That’s really cool. Well, you gave me an example of the blueberry farm, and so I tend to think of certified. B-Corp usually also like CPGs products, consumables, and things like that. Are there also, do you have any examples of maybe service-based that you’ve particularly worked with or just that you know of products?

Avery Young (27:08):
Yeah, definitely. Um, so right now we’re working with an impact focused financial firm. Um, that’s actually based in Santa Barbara. Um, so they’re really excited to go through the certification process that makes a ton of sense for them. Um, and then earlier on we worked with a marketing agency. Um, so yeah, it’s, it’s definitely.

Sebastian Naum (27:29):
So how, how as a marketing agency, what would it mean for me outside of, so I’m treating how I’m treating my employees would be one of them, right. So one of the things would be the brains that I bring on and I work with, for example,

Avery Young (27:41):
Definitely. So, and of course there’s different ways that you can improve. Um, but questions that I would ask a company. Okay. How many employees do you have? How many, um, offices do you have, um, and think about what are the benefits that you’re giving to those employees? Are they, um, are you investing in their career development? Um, it, we might ask questions like in your actual office space, um, how can you be better stewards of your work? Um, and then thinking about your clients and your customers, you know, are you, um, getting feedback from them and integrating it into your business going forward? You know, I think it’s really easy when you’re a service-based business to give your service to someone, um, and then move on and assume that you did a good job, but be continuously asked to assess, um, and ask their clients, how did I do, um, what could I improve on and what will make me do a better job with my next client? And then things like community, are you giving back to your local community? You know, there’s a few different options for B corpse. Um, they can give back a percentage of their top line revenue, or they can, um, volunteer more or do pro bono time. Um, there’s a lot of different options for how they can engage with their community, but there’s, there’s so many ways and it’s, it’s really exciting to see companies go through this process and just really challenged themselves in areas that they haven’t looked before.

Sebastian Naum (29:09):
That’s amazing. I love that. So you come across a lot of conscious leaders and CEOs and founders and entrepreneurs. What are one or two traits that you think are key and that, you know, in today’s new conscious leader?

Avery Young (29:25):
Yeah, definitely. Um, a few things, you know, it’s, it’s so inspiring working with the founders and the owners of companies. Um, and what I’ve really seen is this kind of unwavering dedication to their, and to their mission. And one of my favorite things is to sit down with a client, you know, we’ll create an improvement plan for them and say, here’s how you can get to, um, 80 points or above 80 points to get B Corp certified. Um, these are different things that you can do and, you know, I’m sitting through and I’m talking through all these options and it’s so encouraging to hear them say, Oh, yes, of course we want to do that. We’ve been hoping to do that forever, but we just haven’t, you know, and it’s little things where they’re like, well, of course we want to reduce our emissions. Or of course we want to provide, um, English lessons to our, um, employees who aren’t fluent. And of course we want to, you know, and I just, this excitement and an eagerness to do better, um, and to constantly improve and give back and make a difference. Um, and I think it’s a incredible trait that most, if not all of our clients have definitely have,

Sebastian Naum (30:39):
And I feel that all leaders should have. Yeah. Yeah. That’s, that’s awesome. So anyone listening to this that wants to get, you know, certified, uh, do, once you get the certified B Corp certification, I see, I still saying certified B Corp company certification. So, um, they clearly need to talk to you about this. So how can they get ahold of you? How can they find you or ever route on social or on your website?

Avery Young (31:01):
Yeah, of course. Um, I mean they can email us, uh, ever consulting or hello@everettconsulting.com, um, and connect with us. We’ll jump on a phone call, um, our visit our website. Um, but yeah, we, we love working with all types of companies and businesses who want to improve. And as long as they have that eagerness, then we believe they can join the community and, um, with love to get in touch. So if they just have questions about B Corp, the process, um, there are legal requirements, anything like that. So we’re just, we’re here to answer questions, um, and be that resource and guide for them.

Sebastian Naum (31:39):
I love that. Well, I’m sure you’ll continue to keep getting questions for me at least. So, and I wish you all the best to continue to scale all this good that you guys are helping do. So thank you so much for being on Avery really, really appreciate it. Really enjoyed it. Thank you, Sebastian. Thank you.