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Australian and New Zealand B Corps and Their Use of Social Media

In: Eurasian Business Perspectives

Author

Listed:
  • Giao Reynolds

    (Torrens University Australia)

  • Susan Lambert

    (Adelaide Institute of Higher Education)

  • Jyotirmoy Podder

    (Torrens University Australia)

Abstract

B Corp certification originated in the United States (U.S.) but firms in other countries including Australia and New Zealand are increasingly seeking certification. B Corps are for-profit companies that voluntarily agree to meet high standards of social and environmental performance and commitment. Proponents of B Corps believe that an increasing number of customers, investors and other stakeholders favor firms that have a strong commitment to corporate social and environmental responsibility and therefore favor firms that have B Corp certification. This research seeks to contribute to the knowledge about B Corps and their use of social media to disseminate information regarding their social and environmental activities including their B Corp status. The Facebook and Twitter posts of the 30 top ranking Australian and New Zealand B Corps over the calendar year of 2016 are reviewed and subjected to quantitative and qualitative analysis. This exploratory study reveals that even though all B Corps in the sample have a clear commitment to social and environmental responsibility, the majority made very few social media postings that communicate the commitment. The firms’ promotion of their B Corp status is generally modest. The study does not explore the reasons for the behavior but proffers this for future research.

Suggested Citation

  • Giao Reynolds & Susan Lambert & Jyotirmoy Podder, 2019. "Australian and New Zealand B Corps and Their Use of Social Media," Eurasian Studies in Business and Economics, in: Mehmet Huseyin Bilgin & Hakan Danis & Ender Demir & Ugur Can (ed.), Eurasian Business Perspectives, pages 85-93, Springer.
    • Handle: RePEc:spr:eurchp:978-3-030-18652-4_7
    DOI: 10.1007/978-3-030-18652-4_7
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