SUNNY SIDE UP GROUP Earns International Certification “B Corp™ Certification”! Exploring a Sustainable Society with Torii, Co-Representative of B Market Builder Japan

In June 2024, SUNNY SIDE UP GROUP obtained the international “B Corp Certification,” widely regarded as a hallmark of companies that embody sustainability.

This certification has been drawing attention as the number of companies in Japan aiming to obtain it rapidly increases. How does it work, and what value does it offer?

This time, we held a cross talk between Nozomi Torii, Co-Representative of B Market Builder Japan, which promotes the B Corp movement, and Emi Tanimura, Executive Officer of SUNNY SIDE UP GROUP Inc., who led SUNNY SIDE UP GROUP’s B Corp certification initiative. They spoke in depth about what B Corp certification is, the current state of sustainability in Japan, and the vision after certification.

What Is “B Corp Certification,” a Hallmark of Companies That Embody Sustainability?

—In the first half, we would like Ms. Torii to explain B Corp certification. To begin, could you tell us what kind of certification system B Corp certification is?

Ms. Torii: B Corp is a movement that began in the United States in 2006 to change society through business. The “B” in B Corp stands for “Benefit for all,” and “for all” refers to all people and the planet.

B Corp certification is administered by the U.S. nonprofit organization “B Lab™︎.” Companies that operate businesses balancing social impact and profit can obtain certification by meeting B Lab’s rigorous standards for social and environmental performance, transparency, accountability, and more.

B Corp aims to create an inclusive, equitable, and regenerative economy. Obtaining B Corp certification is one milestone on that path.

B Corp certification isoften described as a hallmark of companies that embody sustainability.When people hear “sustainability,” many tend to think primarily of the environment, but it also includes human rights, working conditions, closing the gender gap, and more. Only when all of these are achieved can we truly call it a “sustainable society.”

As of the end of July 2024, 8,943 companies worldwide have obtained B Corp certification. In Japan, there are 43 companies, including SUNNY SIDE UP GROUP, which obtained certification this June, and roughly the same number are currently under review. Compared with global figures, Japan’s number of certified companies may seem low, but the number of Japanese companies aiming for B Corp certification is steadily increasing.

—How can a company obtain B Corp certification?

Ms. Torii: Obtaining B Corp certification begins with taking an online assessment called the “B Impact Assessment (hereinafter “BIA*”).”

By answering approximately 200–300 questions across five assessment areas—“Governance,” “Workers,” “Community,” “Environment,” and “Customers”—companies receive a score based on their responses. If the score exceeds 80 points, they may apply for B Corp certification. After that, through a third-party verification process including confirmation of company information, online interviews, and document submission, they can obtain official certification.

*An assessment of a company’s impact on society and the environment

Growing Global Interest in Sustainability and “B Corp Certification”

—Please tell us about the growing global interest in sustainability, the social and environmental impact of B Corp certification, and the effects that are expected.

Ms. Torii: B Lab, which operates the B Corp certification system, originated in the United States, and because the review process is conducted in English, B Corp-certified companies initially increased mainly in Europe and North America. However, today, B Lab global partners promoting the B Corp movement in their respective regions exist around the world, and B Corp certification has spread globally. I feel that the growing global interest in sustainability is also a factor behind the attention B Corp is receiving.

Within the B Corp standards, there is an item called the “Impact Business Model (IBM).” This reflects the idea that “social impact” and “profit” are not in opposition; rather, a company can develop only when both are achieved. For companies to grow revenue, consideration for society and the environment is essential. As more companies and leaders adopt this mindset, I believe a more sustainable and better society can be realized.

Japan has many outstanding companies, but many may feel they need to reassess their sustainability initiatives while not knowing what concrete actions to take. By using the B Corp standards, we hope that socially beneficial initiatives will progress more smoothly. Not only B Corp-certified companies, but also companies aiming for certification, companies that do business with certified companies, and companies that invest in them can contribute to better business by understanding the B Corp standards—directing capital toward better businesses and supporting further corporate growth.

The “Let’s Have Fun!” That SUNNY SIDE UP GROUP Aims to Create for Society and the Environment

—From here, we will speak with Ms. Tanimura. Please tell us about SUNNY SIDE UP GROUP’s sustainability initiatives.

Tanimura: SUNNY SIDE UP GROUP is now in its 40th year since founding. Since the beginning, the DNA of the company has been the desire to “make the world better through the power of PR communication.”

One of SUNNY SIDE UP GROUP’s signature social good actions is the global advocacy campaign to eradicate poverty, the “White Band Project.” The white wristbands, launched as a statement to help as many people as possible learn the reality that “every three seconds, a child dies due to poverty,” sold approximately 6 million units in three months and became a major boom in Japan. We believe this made a significant contribution by encouraging people in Japan to pay attention to global social issues such as poverty, inequality, and the environment, and by creating an opportunity for people to take action on these challenges.

When the project was underway, I had not yet joined the company and was simply one of the people who casually bought a White Band at a convenience store and wore it. After joining, I learned more deeply about the project and remember being truly moved. Today, I work with the hope of making an impact on society by proactively communicating what we want the world to know, leveraging SUNNY SIDE UP GROUP’s communication capabilities.

Through our social good activities, we began to believe that by reassessing our social responsibility from a broader perspective, we can create even more “Let’s Have Fun!” that contributes to society and the environment.

—At SUNNY SIDE UP GROUP, many women are active. As Ms. Torii mentioned earlier, closing the gender gap is also a sustainability issue. How do you view this?

Tanimura: As an Executive Officer of the holding company, I am in a position to focus on enhancing corporate value. At SUNNY SIDE UP GROUP, in addition to having a female representative, 60% of our members are women, and half of our directors and officers are women. I feel that a culture where women can thrive has developed very naturally.

With the aim of realizing diversity in a way that is true to us, we are implementing various initiatives to create an environment where each member can work in their own way.

For example, over the past few years, I have been working on various initiatives with “women’s healthcare” as a main theme. Women in particular face unique healthcare issues, and lifestyles differ from person to person, including pregnancy and childbirth. To prevent situations such as “I learned the information too late and missed the chance” or “I didn’t know, so I couldn’t choose a better option,” I hope we can share knowledge and encourage action not only within the company but across society as a whole.

Tears Well Up… Behind the Scenes of SUNNY SIDE UP’s B Corp Certification

—SUNNY SIDE UP GROUP has also obtained B Corp certification. Please tell us what you felt through the efforts leading up to certification.

Tanimura: B Corp certification cannot be obtained unless the entire company works together. Going through the process up to certification allowed us to experience working toward a single goal not only within the Brand Communication Division, where I belong, but across the entire corporate function.

It also felt like a valuable opportunity to take a broader view of what functions each department—such as HR, general affairs, and accounting—fulfills within the company, and to reassess the value of our many existing systems and initiatives to ensure their purpose and target have not become unclear.

By looking at the BIA score, we were also able to clearly identify areas where the company was lacking—such as “because our business model does not emit CO2, we lacked ownership in reduction efforts,” and “we had not been addressing the obvious fact that human rights matter,” among others. I feel that being able to visualize our group’s challenges through this assessment is of great value for sustainable growth.

—How did you feel when you obtained B Corp certification?

Tanimura: Obtaining B Corp certification was truly challenging, so when we received the notification that we had been certified, I almost burst into tears.

However, there are still many people who do not know about B Corp certification, and even among those who have heard the name, some do not fully understand its essential value. Therefore, I would first like our internal members to understand its value. And going forward, I would like to further foster a culture of sustainability.

The B Corp standards are updated over time, so it is not enough to keep doing the same things. It does not end with obtaining certification; we need to continue updating our initiatives and our understanding as well.

Ms. Torii: I believe the process leading up to B Corp certification is extremely important. Even something written in just two lines in an assessment can translate into a huge number of tasks when you actually put it into action.

Tanimura: In the assessment questions, there were some multiple-choice formats with options A and B. Some made me think, “If you choose A, you barely get any points, but if you choose B, you get that many points?!” Without a fundamental understanding, you cannot reach the goal, so we needed a lot of input.

Ms. Torii: That is precisely why B Corp certification has value that only companies that have actually worked on it can understand.

Tanimura: Yes. Also, needless to say, another benefit of obtaining B Corp certification is that it communicates, by global standards, that we are committed to sustainability. Earning certification is not easy, but if you truly want it, it is not impossible.

Ms. Torii: Certified companies vary widely in industry and size. It is wonderful that all kinds of companies can work toward the same goal.

Thoughts on the Future of Sustainability in Japan

—Through B Corp certification, how do you view the direction companies should aim for?

Ms. Torii: I believe companies are required to promote each of their businesses with the recognition that “we exist to realize an inclusive, equitable, and regenerative economy.” Otherwise, in the future, the business itself may become unsustainable.

Tanimura: It is important for companies to proactively think about what they can do within their respective industries and sectors to transform society, and then take action. The key is not obtaining B Corp certification itself, but using it as a catalyst to think about sustainability and begin taking action.

—As a B Corp-certified company, please tell us about SUNNY SIDE UP GROUP’s sustainability vision going forward.

Tanimura: We do not necessarily want SUNNY SIDE UP GROUP to be known as “a company that is working hard on sustainability.” Being committed to sustainability is a given for us as a company.

The impact our group can have on society is grounded in the slogan “Let’s Have Fun!” and, we believe, lies within the communication solutions our members provide to clients and within each social good initiative that companies are taking on. Therefore, we believe that helping as many companies as possible learn about this certification system and the current state of society is our contribution to society as a PR and communications company.

Ms. Torii: We do not know whether B Corp certification will still exist 100 years from now. However, I believe B Corp certification exists so that the world 100 years from now will be a better place.

Tanimura: Yes. More than obtaining B Corp certification itself, there is great value in clarifying what we have made our purpose through the process of working toward certification.

Ms. Torii: Now that the number of certified companies is increasing in Japan as well, it would be great if we could connect this to better initiatives by sharing each other’s success stories and lessons learned.

Tanimura: This experience also helped me deepen my own understanding of sustainability, and I have become able to form my own opinions.

In addition, as our group worked toward obtaining B Corp certification, existing certified companies were extremely kind to us, and it was very comforting to be welcomed as part of the community even before certification. Just as those certified companies supported us, we hope that going forward our group can support companies aiming to obtain certification.

Ms. Torii: Obtaining B Corp certification is the start, and I believe it is a promise to society that “we will continue working for the good of society.” Let us continue moving forward together, aiming to realize an inclusive, equitable, and regenerative economy.

To create even more “Let’s Have Fun!”, SUNNY SIDE UP GROUP will continue to promote sustainability and expand this movement throughout society.