Business for good – Business Immo

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It is necessary to be able to grant “Business” and “Benefit”. This is a citizenship strategy that all companies should integrate. If they do not, the moral punishment will ultimately be much greater than the financial one.

How to become a B Corp company?

“B Corp is both a community of committed players, a free, all-in-one impact measurement tool and a brand that certifies companies that meet standards.”

Without a doubt, B Corp is one of the most demanding certifications in the world. In 2021, only 4,000 companies were certified worldwide, of which 160 in France. To get this precious sesame, you need to search around 200 questions on the topics of transparency, sustainable development and relationships with the company’s various stakeholders (employees, customers or service providers). After a thorough review and audit, B Lab®, the non-governmental organization leading the B Corp movement, awards certification to companies that have achieved a minimum score of 80 points.

Why join B Corp?

Because it is a very objective vision of the company’s involvement, which provides an indisputable guarantee of the level of its ESG commitment to all its stakeholders: employees, shareholders, bankers, suppliers, customers, communities and consumers. It’s also a great opportunity to get your entire ecosystem on board in a virtuous dynamic. And finally, it is a significant asset to attract new talent, all the young graduates or young workers who are sensitive to this type of approach and who no longer choose their future business solely on the basis of their commitment.

The plot

Today, it is certain in the company that action can be taken most quickly and effectively to respond to the challenges we all face. In fact, political action, whether national or local, is increasingly entangled in a complexity that it has produced itself. Corporate governance, while openly remaining democratic, is more flexible there, allowing managers to decide and serve not only the interests of their shareholders, but also to act in the direction of the collective interest while remaining consistent with their economic activities. Our task is to design, develop and manage real estate, which is people’s living environment. We therefore have a field of expression that is broad enough to really be in action.

Pragmatic action: it should not be a search for the absolute characterized by criminal activism, but on the contrary activism based on a simple desire for progress.

The mission

Purely financial performance is no longer sufficient to motivate teams and live up to society’s expectations. Nevertheless, in an exercise of clarity, it is of course necessary for the company to remain a source of profit. It has become absolutely essential to unite men and women in a business around other more ambitious goals that are closer to their heart. “The company with a mission” is a framework for reflection and orientation. It is around the company’s activity that the mission is built. The latter must, of course, be correlated with the company’s economic model and not go against it.

Beware of this search for the absolute, which could pressure some to do too much in the face of criticism from skeptics. It is a matter of finding some sort of balance: not to over-promise or take the risk of being an extremist, which would undoubtedly undermine the credibility of the process completed.

At some point in the future – which is not so far away – we will no longer wonder what the interest was in acting. It is not certain that real estate is the industry that has taken the most risks in recent decades. But there is no fatalism in seeing immobility in real estate, and it is never too late to do the right thing. Inventing oneself is crucial for the company, regardless of its activity sector. It’s a matter of survival.

Article from issue 183 of Business Immo Global.

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