On July 14th, BrandCloud Inc. co-hosted a webinar with World Road Inc. titled, “Commemorative Seminar on Acquiring B Corp Certification: ‘Becoming a Company Chosen for Sustainability’.”
This report offers a summary of the event. For those who could not attend but are interested, an archived video is available at the link at the end of this report.
■ Speakers
・Mr. Kano (CEO, BrandCloud Inc.)
・Mr. Nakaoka (B Corp Certification Lead, BrandCloud Inc.)
・Mr. Ichikawa (CEO, World Road Inc.)
■ About BrandCloud Inc.
BrandCloud is a consulting firm specializing in online reputation management. Through its core services, “Reputation Guard Cloud” and “Brand Lifting,” it provides solutions to protect and enhance the brand value of its clients.
For more details, please visit the link here.
■ BrandCloud’s Journey to Sustainability
Since its founding, the company has been dedicated to visualizing and improving online reputations. This work led its leadership to believe that corporate social responsibility and consideration for stakeholders—in other words, “sustainability”—are essential elements for future business management.
To put this into practice, the company began with small steps like office paperless initiatives and eventually pursued the internationally recognized B Corp certification to demonstrate the transparency and objectivity of its activities. BrandCloud views sustainability not merely as environmental action, but as a vital foundation for the mutual growth of the company and society, encompassing the promotion of diversity and fair organizational governance.
■ Webinar Highlights
Here are the key points from the webinar, divided into three parts.
Why is B Corp Certification Gaining Attention Now?
Mr. Ichikawa opened the webinar by explaining the growing importance of B Corp certification in modern management, highlighting three key themes: “Transparency,” “Global Reach,” and “Timing.”
・Transparency: In an era where “sustainability in name only” no longer builds trust, B Corp serves as a highly credible, third-party evaluated indicator of a company’s environmental and social commitment.
・Global Reach: As a globally recognized standard, B Corp allows companies to tangibly demonstrate their philosophy and initiatives to international partners and investors. It functions as a “common language” for conveying corporate value.
・Timing: With the establishment of a B Corp administrative body in Japan and the increasing availability of information in Japanese, the environment is becoming more conducive for domestic companies to pursue certification. This trend presents a significant opportunity right now.
The Real Story of Certification: “Struggles” and “Discoveries”
Next, Mr. Nakaoka, BrandCloud’s B Corp certification lead, shared the authentic story behind the challenge.
・The Real “Struggles”: He decided to take on the challenge despite initial anxieties about his own capabilities. He recounted the difficulties of collecting previously untracked data, such as employee satisfaction, and grappling with unfamiliar English terminology. He also candidly admitted, “I honestly panicked,” when the company’s size changed mid-audit, causing the number of assessment questions to surge to between 500 and 600.
・Rediscovering Its Strengths: What emerged from these struggles was a rediscovery of the value inherent in the company’s “existing culture.” Its commitment to “Diversity” was particularly well-regarded. This was not the result of intentionally creating a system, but rather the natural outcome of its hiring policy to “work with interesting people,” which had cultivated a multinational and diverse team.
The Future Beyond Certification: Not a Goal, but a “New Start”
BrandCloud sees B Corp certification not as a “goal,” but as a “new start.” Looking ahead, Mr. Kano announced that, in addition to the company’s existing online reputation management services, it is considering offering dedicated plans to support organizations and social businesses tackling societal issues.
He shared a clear vision for the future: “Through these efforts, BrandCloud aims to spread the true essence of sustainability management to Japanese companies via its services, while continuing to be a company where every employee can work with pride.”
■ Sustainability as a Management Strategy
The webinar concluded by posing the question: “What does it mean to be recognized for being sustainable?” BrandCloud believes it means earning society’s empathy as a trustworthy entity. To achieve this, it is crucial that the very “way of being” of a company—including its business, services, and work culture—is perceived as having a positive impact on society and the environment.
However, precisely because sustainability is in the spotlight, the way companies communicate their efforts can be met with public skepticism of “greenwashing.” Now more than ever, companies must be conscious of “how they are perceived by society.” As experts in brand protection, BrandCloud’s mission is not only to shield companies from reputational damage but also to cultivate the intangible asset of “trust” from customers and society by ensuring their sincere efforts are communicated accurately.
Webinar Participants (Top Left: Mr. Ichikawa, World Road; Top Right: Mr. Nakaoka, BrandCloud; Bottom: Mr. Kano, BrandCloud)
■ Archived Video
The full recording of the seminar is available for a limited time at the link below. (Please note that access may be discontinued without notice.)
▼ Watch the webinar recording here:
https://www.youtube.com/live/-nPRuxDR3ZU
(Please note: The video is in Japanese.)
Learn more about World Road’s Sustainability Promotion Services here.