“A natural and important step”: WePurple joins global B Corp network

WePurple – the leading integrated design, digital, and communications agency in the Global Travel Retail channel – is now a Certified B Corporation (B Corp).

As a B Corp in travel retail, WePurple is counted among businesses that are leading a global movement for an inclusive, equitable, and regenerative economy. Certification reinforces the group’s vision to be the ultimate business partner for brands and retailers looking to thrive in the complex global consumer landscape.

B Corp Certification means that a company has been verified as meeting B Lab’s high standards for social and environmental impact, that it has made a legal commitment to stakeholder governance, and that it is demonstrating accountability and transparency by disclosing this record of performance in a public B Corp profile. The rigorous assessment process evaluates an organization’s practices across five key impact areas: governance, community, environment, workers, and customers.

Over the course of three years, Lucy Hillyard, People & Culture Director at WePurple led an operational transformation, across the consultancy’s six global locations, which has contributed to WePurple’s B Corp Certification. Key initiatives delivered within the impact areas include:

• Governance: WePurple introduced a formal Code of Ethics, now embedded into all new hire inductions

• Community: WePurple conducted its inaugural Diversity, Equity, and Inclusion (DEI) survey and designed a new community engagement policy – WePurpose – to be formally launched in 2026

• Environment: WePurple worked with building management in Singapore to establish a building-wide recycling program as well as water efficient fittings during recent building upgrades and completed its first ever Scope 1, 2, and 3 greenhouse gas emissions inventory

• Workers: WePurple rolled out comprehensive medical insurance for 95% of its employees globally, introduced an annual health and wellbeing allowance, and engaged an external specialist to redesign performance reviews to help team members actively shape their career pathways

• Customers: WePurple launched an annual Partner Satisfaction Survey, gathering feedback from clients to drive continual improvement and evolution of its services

“When we talk about how #wepurpletheworld, we have always aspired to do it in a way that positively impacts our communities,” Lucy Hillyard said. “Becoming a Certified B Corporation is a natural and important step in this mission and exemplifies our long-standing belief that great design, digital experiences, and communications can – and should – make a great difference to the world. Our certification is the result of many meaningful, and often ‘unseen’, improvements that together have strengthened how we operate. We are extremely proud to be part of a global community of businesses that meet high standards of social and environmental impact.”

The accreditation comes at a time when sustainability is a key component in the appeal of consumer brands. PwC’s recent Voice of The Consumer Survey showed that consumers are willing to spend an average of 9.7% more on sustainably sourced products and services, with 46% saying they are buying more sustainable products in order to reduce their environmental impact.

“There is clearly an imperative for consumer brands to take sustainability seriously, with shoppers increasingly looking to make considered choices and willing to spend more on products which align with their priorities,” Hillyard added. “The investment WePurple has made in becoming a B Corp positions us as an agency that can help brands and retailers on their sustainability journeys, and act as a true partner in positively impacting consumers and communities alike.”