‘You can’t run a certification based on vibes’ – does B Corp still signal a business that cares?

Fast-fashion label Princess Polly has earned the global badge of corporate responsibility, raising questions about the awarding body’s ability to maintain consumer trustPrincess Polly, available on Asos in the UK, has a lot in common with other ultra-fast fashion brands. Although a little more expensive than Boohoo and PrettyLittleThing, the Australian-American multinational offers the same kind of trend-driven, low-priced clothes, mostly made from polyester. At the time of writing, shoppers can peruse more than 2,000 dresses, from a £6 pink mini dress to an £82 cream maxidress. There are bikini bottoms for £3 and barrel-leg jeans from £8. But there is one key difference between Princess Polly and its competitors. In early July, it became B Corp certified, bringing the certification’s integrity into question.B Corp is the world’s most recognisable corporate responsibility certification and, since its inception in 2006, has been awarded to businesses that meet its “high standards of social and environmental performance, accountability, and transparency,” including Patagonia, the Body Shop and the Guardian. The B stands for “beneficial”. Continue reading...

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