Marking B Corp Month this past March, Proud Robinson + Partners produced Good News, a retail pop-up space that showcased the very best products that have sustainability and community at their core.
Certified B Corporations, or B Corps, are companies meeting verified high standards of social and environmental performance, transparency, and accountability. The B Corp Movement is transforming our economy to benefit all people, communities and the planet.
For the first-ever experiential activation of this kind from B Corp, Good News helped drive awareness and excitement and helped shine a light on the huge range of businesses and brands that are B Corp certified.
As part of its ongoing commitment to sustainability freuds, the largest communications agency to be B Corp certified, and winner of The Queen’s Award for Sustainable Development, developed the concept, in partnership with B Corp UK.
The experience concept was produced by Proud Robinson + Partners, an award-winning, culture-first, creative agency whose past projects include a pop-up for Sainsbury's 150th anniversary, opened by Her Majesty The Queen.
Lucy Boyd, Creative + Culture Partner at Proud Robinson + Partners said, “London is the global capital of B Corps, so naturally, it made sense to host the B Corporation’s first physical experience in the heart of the city. Good News was designed to create an engaging way to educate consumers and businesses on what B Corp is all about and to inspire others to join the movement.”
Every March, the global B Corp community celebrates what it means to be a B Corp, building awareness around the movement and those using business as a force for good. This year’s theme was ‘Behind the B’, inviting everyone behind the scenes to uncover what makes them a B Corp and ultimately a better business.
Good News ran throughout March on Rathbone Place in central London. The space helped broker connectivity, convene and spark important conversation to invite action on the current climate emergency.
The store did not retail products in the traditional sense, but rather told the stories of those brands helping drive change, those that benefit people and the planet whilst also educating consumers on how they can ‘buy better’.
Good News, was built using upcycled materials and with sustainability in mind, all product and waste was donated to The Felix Project for distribution to local community projects and those in need.