Romania is emerging as one of the fastest-growing B Corp markets in Eastern Europe, as more companies begin to align profit with purpose. The B Corp movement challenges businesses to rethink success, not just by what they produce, but by how they treat people, communities, and the planet. In this interview, Corina Radu, B Leader and advocate for responsible business transformation, explains why B Corp is more than a certification, it’s a mindset shift toward creating companies that truly serve society and nature alike.
How did you discover the B Corp movement, and what attracted you most to this concept?
I was looking for something like the B Corp framework for a long time and I have discovered it in 2021, while searching for a complete “diagnostic” of a company, when it comes to the company responsibility from A to Z (not only in products and services, but also in how those products and services are made and delivered, who does them, in what conditions, how they reach customers, what’s happening post sales, etc)
For Green Your Future readers who may be hearing about B Corp for the first time: how would you briefly describe what it means to be a B Corp company?
The best description I can give is: B Corp more than a framework, is a movement. The B Corp evaluation helps companies become more financially resilient and do more for its people, especially employees. A B Corp certification demonstrates that company confirms that company has high standards of social and environmental impact.
What are the main areas evaluated when a company applies for certification?
There are 5 areas where I believe you can see “bits and pieces” of a company impact performance: governance, workers, community, environment and customers.
How challenging is it for a company in Romania to go through this process, and what are the most common obstacles?
Not at all challenging! on the opposite, quite an eye opening exercise, which is the feedback I got from all the Romanian companies I worked with, helping them to certify as B Corps. There is one common pattern thou, I can observe, which is missing to calculate their carbon footprint or emissions scope 1,2,3.
What concrete benefits does B Corp certification bring beyond branding and image?
Recent research from B Lab Europe, the certifying organization have shown:
Between 20-25% sales increase
Around 30% more workforce
Attracting more young talent
Entering markets easier and more attraction to investors
Do you have examples of companies that have truly transformed their business model as a result of certification?
Great examples are : Patagonia, Ben & Jerry’s, Apivita, and others.
How do Romanian consumers perceive the B Corp label, as a trust factor or more as an educational tool for now?
Definitely as a quality symbol and a trust that this company is implementing high impact in all levels of organization.
Where does Romania stand compared to other countries in the region in terms of the number and involvement of B Corp companies?
Currently we are the 4th largest growing market in our region when it comes to B Corp companies and I see that in the next couple of years the demand for such certification will double up, due to expansion of Romanian companies, scaling products and services.
What advice would you give to a CEO or entrepreneur who is considering applying for certification but is still hesitant?
Have an open mindset to transform your company into being the best for the world (as opposite to being the best in the world). The greatest resource are people and nature and if treated correctly, you will conquer the world.
How do you think B Corp is redefining the green future of business, and what impact can it have on society?
I believe B Corp is redefining business. Green or less green, the relevant aspect I am looking for is business mindset and conduct. Organizations are people, we often forget and think they are existing due to processes and policies. These have no importance if people do not enforce them. So, the big change is actually a coming back to the roots of the business and asking oneself: what is this business doing? why does it exist? Who’s impacted, who is served, what good does it make? This is the basis of the B Corp framework, allowing a business in close cooperation with society and nature as it should be, all along.
