This is the sixth in a weekly series of excerpts from the upcoming book The B Corp Handbook: How to Use Business as a Force for Good (Berrett-Koehler Publishers, October 13, 2014). Click here to read the rest of the series.
By Ryan Honeyman
Becoming a Certified B Corporation can help unleash the passion, initiative and imagination of employees by connecting them with the larger meaning behind their work.
Goldman Sachs found that millennials, which represent nearly 50 percent of the global workforce, “have specific needs at work that are dramatically different from previous generations. High among these [is] a desire to align personal and corporate values. To attract and retain this group, we believe that companies need to provide rewards beyond financial gain.”
“Asking ‘Why?’ and clearly identifying your purpose will attract the very best, brightest, and most passionate people to your business. That is what the B Corp movement is all about: taking a holistic, systemic approach that really upholds and supports your values every day.” — John Replogle, CEO, Seventh Generation
Research shows that millennials are not just looking for work–life balance, which means having enough time and energy to enjoy life outside of work. They are also looking for work–life integration, which means applying themselves to something that they feel passionate about, so that they can fulfill both an economic need and a need for a higher purpose. Becoming a B Corporation can help you attract, retain and engage employees around both your company’s higher purpose and the B Corp community’s collective purpose to lead a global movement to redefine success in business.Click to continue reading »