Good article about how B Corps are capturing a fast-growing segment of the market by not just offering convenient products and services. Convenience drives adoption, but shared values drives purpose. Customers are willing to buy things from brands doing the right things.

Recruitment is also easier at socially responsible companies. Many folks seek out employers like B Corps based on social values and are willing to commit to a long-term mission. Employee retention is the biggest challenge in a strong economy.

Customer experience and customer engagement have become crucial roles at B Corps like Patagonia where convenience and cost are not the main selling points. Customers are seen as partners to help protect the planet.

Here’s a great talk by Ellen Needham from Patagonia about how to achieve CX success…