Since our founders Justine and Lyndal first launched Cúpla in January of 2019, we’ve always had one mission: to build, design and support brands that make life better for people.

Working with clients from a broad range of sectors, from government to healthcare, sustainable packaging to education and disability services, we help organisations use their brand and communications to better serve their communities. 

As we approach our fifth birthday, we’re proud to announce that Cúpla is now a Certified B Corp. This certification is much more than a badge on our website - it’s a declaration of our commitment to continue improving the way we do business, so we can lessen our impact on the earth, and deepen our impact for people.

What is a B Corp Certification, and why does it matter?

B Corporations are organisations that meet high standards of social and environmental performance, accountability, and transparency. They are organisations that take social responsibility and ethical practice seriously - aligning their mission and values to deliver benefits to the wider community. 

It is our strong belief that every organisation can - and should - work towards benefiting the communities they serve, and environments they interact with, in meaningful, sustainable ways - which is why it was so important to us to become part of the B Corp community. 

Together, with B Corps from across the globe, we hope to shift the way society measures 'success’ in business, from being based on profits and growth, to being about the positive changes we can make in the world.

To become a Certified B Corp, we undertook the B Impact Assessment through B Lab to examine our contributions across five key areas:

• Governance

• Workers

• Environment

• Customers 

• Community

B Corp Certification is also not a ‘one and done’ process - we will complete a reassessment in three years to ensure we are continuing to improve on our business practices and impact.

Our B Corp score and impact

After completing the assessment, our final score is 80.7. This is a great foundation for our journey of continuous improvement.

Worker, Governance and Community were our strongest areas of impact. Our work in these areas included optimising and formalising important policies for our team around flexible working and leave, and financial support for training, volunteering and switching to green energy, as well as starting our corporate giving policy, which we are excited to extend in the future.

The process also reinforced the importance of the B Corp community’s collective impact  - as being a member of the B Corp Certified workspace, The Hub, helped us to formalise and amplify our sustainability policies. 

Moving forward, we are working towards having a 100% purpose-driven client base, and we are very close to this goal. This, and other areas where we see opportunities to build on our community and customer benefits, will be part of an exciting journey as we continue to grow and improve.