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What It Means to be a B Corp in the Age of COVID-19

Updated: May 7, 2020

As COVID-19 continues to challenge our economy, infrastructure, and everyday routines, we’re reminded that our work as a Certified B Corporation® towards an inclusive, equitable, and regenerative economic system for all has never been more important. Avenue made this commitment to our clients, partners, team members, community and the environment when we became a B Corp. We’ve always believed that a business holds a greater responsibility to care for the community in which it serves. Beyond generating a profit, a business has an opportunity to create something much greater than that – purpose.

Avenue became a Certified B Corporation® three years ago because we believed that businesses have

the ability and responsibility to align our business values with what we believe in and hold ourselves to higher standards of social and environmental impact, transparency, and accountability. In doing so, Avenue has been able to take better care of our employees, clients, partners, community and the environment. This creates meaning and purpose that inspires me to continue building and improving Avenue every day, knowing that these improvements are benefiting a greater good. We believe that when you buy from, work for, and work with B Corps, you vote for the world you want to live in.

Here are 3 things Avenue believes being a B Corp means in the age of COVID-19:

  1. Doing the right thing for your team. This is not an easy time for anyone. Regardless of whether or not a team member’s health is impacted personally by Coronavirus, everyone is dealing with the impact of a 360 degree change to their personal and professional lifestyle in quarantine. This looks different for everyone, and it’s the responsibility of the employer to not assume that the impact is being experienced in the same way for everyone. It’s not business as usual, but it can be business in a new and thriving way if you listen to and adjust to the unique needs of your employees during this time. For many companies, employees are the lifeblood of the business and its operations, which means it’s important to prioritize their wellbeing and productivity above all else. Here are 5 Ways to Boost Company Morale While Working From Home Amidst COVID-19 that Avenue implemented to ensure the wellbeing and engagement of our team members.

  2. Doing the right thing for your clients and partners. Being as transparent from the beginning with all of your clients and partners is key. At Avenue, we quickly informed clients about how we were taking care of our team so that we could continue to serve and take care of their marketing needs. This is not the time to prioritize profit or even productivity over all else. However, it is a great time to innovate, create new processes, services and relationship touchpoints that can be nurtured over time and put your company into an even stronger position than you were before COVID-19. The ability to understand and adapt to the challenges your partners and clients are facing will also pay dividends later with regards to the longevity and durability of the relationship. We believe that our ability to help our clients stay in business, pivot and thrive during this challenging time is of the utmost importance. Now is the time to support their efforts in doing so. When your clients and partners prosper as things normalize, all ships will rise.

  3. Being generous and kind to the community in which you serve. Not only is “being generous and kind” one of me and my husband’s family core values, but it also embodies the philosophy that Avenue believes fosters trust, authentic communication and long-term relationships. There is no time like the present to give back to the people and organizations that make up the community that you are a part of. These are the people and businesses that will support you and your business when the going gets rough. Contributing to a prosperous business ecosystem for all, especially businesses that have been directly impacted by COVID-19 is just good business.

At the heart of the global B Corp movement is the community of people who are using business as a force for good. People who are choosing to put purpose and others ahead of profit. We believe in responsible business and take our leadership as a B Corp seriously. We’re in this together.

Avenue is a digital marketing agency using business as a force for good. Our proprietary suite of paid advertising, search engine optimization (SEO) and social media services help brands and businesses of all sizes grow sustainably and successfully. For more information, we invite you to visit our services page.

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