Media Company Wrappr Is Now A Certified B Corporation

Media Company Wrappr Is Now A Certified B Corporation
B&T Magazine
Edited by B&T Magazine

The Advocate OOH media company Wrappr has confirmed it’s become a certified B Corporation, joining a growing network of companies committed to meeting high standards of social and environmental performance, accountability and transparency.

There is an increased requirement for brands to be mindful of the social and environmental impacts of their marketing spend. As their choices become more heavily scrutinised, it has become clear that there is demand in the industry for media owners that balance purpose and profit.

Mindy Leow, Director of Growth & Impact, B Lab Australia and Aotearoa New Zealand explained that the community is thrilled to see Wrappr join the ranks among other Certified B Corporations.

“The media and advertising industry has a huge influence on shaping our world, so it’s critically important that media companies are held accountable to a high standard. B Lab is looking forward to seeing more media owners using our Standards and going through the certification process to join the almost 500 Certified B Corporations in Australia and Aotearoa New Zealand, and counting,” she said.

As a B Corp in the media industry, Wrappr, a purpose-driven Advocate OOH media company, is now counted among businesses that are leading a global movement for an inclusive, equitable, and regenerative economy.

According to Jonte Shaw, Wrappr’s Co-Founder and Co-CEO, media owners aren’t currently held to the same social and environmental standards that their customers (brands) are.

Shaw said: “Media owners have an enormous ability to amplify messages, whether for better or for worse.

‘Considering the reach and influence that they have, it makes sense that the same standards that are applied to brands should also be applied to them. Certifying as a B Corp was a way for us to formalise our ongoing commitment to these standards and enshrine a triple-bottom-line approach in everything we do.

“We’re excited to give great Australian brands a B Corp certified option when considering their media strategy, and hope to see other media owners certify in the near future.

“I think that all businesses would benefit by simply going through B Lab’s Impact Assessment. It asks questions about your business that you might not have considered, and opens your eyes to where you can improve.

“For us, one immediate change has been a significant increase in parental and compassionate leave. For others, it might be a prompt to update your hiring policies or improve the measurement of your environmental impact. These are all small, but important steps that drive positive change.”

B Corporations are companies that meet high standards of social and environmental performance, accountability, and transparency. They are also legally committed to bringing benefit not just to shareholders, but all business stakeholders – workers, customers, communities, and the environment.

Wrappr is sharing the benefits of the ad economy by enabling everyday people to use their vehicles as per normal to earn an additional income. Wrappr advocates most commonly earn $500 per month, which is equal to a  9 per cent pay rise for the average Australian.

Some of the practices contributing to Wrappr’s positive impact include a partnership with Greenfleet to offset twice the carbon emissions generated by its advocates’ vehicles, through native reforestation programs in Australia and New Zealand. Electric vehicle (EV) owners also have the opportunity to earn an additional $100/month, on top of their regular monthly earnings.

Wrappr is a remote-first workplace and allows staff to self determine the best way to maximise their happiness and effectiveness. It has also implemented an employee share option scheme to ensure that Wrappr employees benefit from the success of the company, are custodians of its values, and act like owners.

Wrappr’s B Corp profile can be found on the B Lab website. As of September 2022, there are 5,800 Certified B Corporation across 85 countries and 158 industries, with almost 500 in ANZ.

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