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Why Consumers Love B Corps & Ambassador Marketing

In this whitepaper, we take a look at how companies become B Corp certified, what it entails, and why consumers love them. B Corps are companies that maintain a clearly-stated brand mission when it comes to what their business does and its overarching impact on the planet. Their brand missions are always mindful — something we feel speaks to the essence of ambassador marketing.    

If your company has a strong, mindful brand mission like turning the tide on plastic waste, then ambassador marketing is the perfect route for you to get the word out on what you do. 

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Brands who are looking to fulfil new sustainable-development goals are also great candidates since brand ambassadors are eager to advocate for causes that resonate with their moral principles and lifestyle. Brand ambassadors like to talk to their followers about why they support the companies that they do, and in most cases this is how consumers learn about cause-driven brands and their values.

Most consumers admire brands with business goals that seek to improve the greater good precisely because they prize uplifting communities and the planet over profit. Younger generations, such as Gen Z and millenials, are often referred to as the ‘purpose generations’ due to their support of cause-driven business models over profit-generating structures.

They believe brands should connect with important causes and display a sense of concern for society — not money. that up to  94% of millennials want to use their skills to benefit a cause. This is why Gen Z and millennial consumers admire brand ambassadors that speak up about social and environmental issues. 

In this whitepaper, we’ll take a look at what defines a B Corp, why consumers love them, and how ambassador marketing may play a role in helping companies attain B Corp status. To conclude, we’ll take a look at three case studies where B Corps have actively used ambassadors to promote their brand message. We’ll also examine three short business scenarios and how ambassador marketing could impact each case.