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Diary of becoming a B Corp: Why agencies can become a force for good

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The optimist in me has always believed that working in marketing can and should have a positive impact on the world around us and go beyond just selling products.

That’s why marketing agencies should be a platform for change, not only because we are in the unique and fortunate position of being able to communicate with both clients and consumers, but we are best placed to have those difficult conversations. Even more so these days, because now it’s in the spirit of a positive customer experience and creates more worthy relationships between the brand and consumer. We can help facilitate positive change inside out and outside in.

At Collective, we’ve decided to harness this optimism and desire to be a platform for change and channel it into embarking on the wonderful, ever so slightly arduous, but ultimately rewarding journey to become a certified B Corp. By joining this burgeoning community, we can create a new kind of business that balances purpose and profit. Ultimately, this means that every decision we now make as........

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