The B corp movement, advantages, and challenges: the perception of certified brazilian companies

Purpose: The present research aims at checking the social environmental practices carried out by the B corps, as well as the advantages and challenges faced by the movement. Design/methodology/approach: The research is descriptive and qualitative, carried out through multiple case studies with 11 Brazilian companies certified by the B Lab. The sources of data collection were semi-structured interviews with owners, managers, or employees who were actively engaged with sustainability causes in the company, in addition to the use of documents. Data were analyzed through content analysis.Findings: The main results showed that the B Corps works to resolve either social or environmental problems, even if their core activity is not for this purpose. Among the advantages of being part of the movement is the strength of working in a group with the same purpose, in search of transforming the capitalist market and recognizing its practices. The challenges in the certification search are related to the formalization of practices, considering that they are mostly small companies and the need for greater dissemination of the movement.Originality/value: The study contributes both to the advance in the literature regarding the understanding of the B Corp movement and to the evolution of the concept of hybrid organizations. As empirical contributions, the research serves as a basis for people and companies that seek to alleviate social and environmental problems through their practices and professional activities.