WePurple joins global B Corp network, advancing operational sustainability in travel retail

Integrated marketing and design agency WePurple has achieved B Corp Certification, following a three-year operational review across its six international offices. 

The travel retail specialist joins businesses working towards an inclusive, equitable and regenerative economy. The certification also underlines WePurple’s focus on supporting brands and retailers navigating the complexities of the global consumer landscape. 

B Corp Certification verifies that a company meets B Lab’s standards for social and environmental impact, has made a legal commitment to stakeholder governance, and discloses its performance publicly in a B Corp profile.  

The certification process assesses an organisation’s practices across five areas: governance, community, environment, workers and customers. 

WePurple People & Culture Director Lucy Hillyard led an operational transformation over three years, delivering initiatives across the key impact areas: 

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

• Community: Completion of the company’s first Diversity, Equity & Inclusion survey and development of a community engagement policy, WePurpose, set to launch in 2026. 

• Environment: A building-wide recycling programme and water-efficient upgrades implemented at WePurple’s headquarters in Singapore, alongside completion of the agency’s first Scope 1, 2 and 3 greenhouse gas emissions inventory. 

• Workers: Rollout of medical insurance to 95% of employees, introduction of an annual health and wellbeing allowance, and redesign of performance reviews through an external specialist. 

• Customers: The company also launched a Partner Satisfaction Survey to support ongoing service development. 

Hillyard said, “When we talk about how #WePurpletheWorld, we have always aspired to do it in a way that positively impacts our communities. 

“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 as sustainability becomes an increasingly important factor for consumers. PwC’s Voice of The Consumer Survey found that consumers are willing to spend an average of 9.7% more on sustainably sourced products, with 46% saying they are buying more sustainable products 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,” continues Hillyard.  

“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.” ✈