Honeycomb Strategy, an Australian research agency, has successfully achieved B Corp certification after a rigorous two-year vetting process. B Corp recognises businesses that meet high standards of social and environmental performance, accountability, and transparency.

To achieve B Corp status, Honeycomb had to score at least 80 points across five areas: governance, workers, community, environment, and customers. The agency had already established high standards in equitable hiring practices, pay parity across genders, and work-life balance support for team members. The certification process further inspired Honeycomb to enhance its environmental and social considerations.

Honeycomb Strategy now joins approximately 750 B Corps in Australia and Aotearoa New Zealand and will need to re-certify every three years.

Honeycomb Strategy Founder, Renata Freund, said: "Having a team that is motivated to have a strong positive impact made the B Corp certification process one of self-reflection and growth. It allowed us to really think about where we want to go as a business and identify who we want to become along the way. While fundamentally the actions and behaviours needed to secure certification were already aligned with how Honeycomb operated, it forced the business to document and systemise what best practice looked like. It has set us up to scale with these values in mind, ensuring we stay true to what's most important to us."

The agency recently launched the third wave of its national consumer study on data privacy and brand integrity, the 'Brands Beyond Breaches 2024 – A Brand Playbook for Privacy Protection' report. The next phase of this study, titled 'Omnichannel Advantage: Capturing Market Share in the Digital Age,' is set to be released in the first quarter of 2025.

"We are extremely proud to now be a Certified B Corp. It's a natural extension of our values and who we are as a team. Our mission as a business has always been clear: to do great work for great brands while leaving a positive impact along the way. Embedding B Corp into the fundamentals of our business operations only further solidifies our focus into the future," Freund said.

"We believe in leading by example. By holding ourselves to high standards, we hope to inspire other agencies to also do the same and join the B Corp movement. It can only benefit the industry as a whole when we lift the benchmark for social and environmental impact and make it a non-negotiable for how agencies operate. It should be a race to the top, not a race to the bottom. Constantly challenging ourselves to be and do better. We are excited to now be part of a global community that shares this sentiment."