Earlier this month, we reached a monumental milestone in our journey: Nadi Marketing is officially a Certified B Corporation™! Since founding Nadi Marketing in 2020, our mission is to grow sustainable and purpose-led businesses and nonprofits through intentional marketing and the power of partnerships so that their visions for positive change continue to be sustainable. While we have always operated with intentionality, we wanted to hold ourselves to the highest global standards of accountability. This certification isn’t a “badge of perfection,” it’s a formal, long-term commitment to our community, our partners, and our planet.

Why B Corp Certification?

You might wonder why a partnership marketing agency would take on such a rigorous process. B Corp Certification assesses the overall social and environmental impact of a company. To achieve this, we underwent the B Impact Assessment™, a comprehensive evaluation of our positive impact across five categories: Workers, Customers, Community, Environment, and Governance.

As a B Corp in the marketing and advertising industry, Nadi Marketing is now counted among businesses leading a global movement for an inclusive, equitable, and regenerative economy. We have shifted our corporate governance structure to be accountable to all stakeholders, not just shareholders, ensuring that every decision we make considers its impact on the world around us.

Putting Our Values into Practice

The journey to certification pushed us to look at every corner of our business. We didn’t just want to meet the standards; we wanted to exceed them. The B Impact Assessment™ acted as a mirror, helping us identify where we were strong and where we needed to evolve. As a result, we’ve implemented several key changes to ensure our strategic influence and daily operations align with our mission:

  • Stakeholder-Led Banking: We officially moved our business and personal banking to Beneficial State Bank, a fellow B Corp. We recognize that the banking industry is a major driver of carbon emissions, and we wanted our capital stored in a place that reflects our values. Based on their 2024 Impact Report, 90%+ of their originated loans directly served their mission, with 0% going to fossil fuels, private prisons, or other harmful industries. Our deposits now help support a portfolio that includes $18M in small businesses and $170.9M in the environmental sector.
  • Mindful AI Usage: We acknowledge the environmental impact of AI. To mitigate this, we’ve adopted a “Mindful AI” policy in our Code of Ethics. We focus on energy-efficient practices, like using AI exclusively for editing and captioning our own captured videos rather than generating native video. This has completely shifted how we onboard clients; we now involve every partner in a clear discussion about the level of AI usage they are comfortable with, from strategy to execution.
  • Local & Diverse Supply Chain: The assessment prompted a deep dive into our vendor relationships. We have pledged to source at least 50% of our non-labor expenses from local independent suppliers, prioritizing San Diego County businesses that share our values. Looking back at 2024, we started with 16% diverse and 53% local vendors. This is our baseline, and we are committed to increasing these numbers as we grow.
  • Radical Transparency: We’ve launched our Impact Page to share our 1% for the Planet contributions, which is close to $15,000 ($14,986 to be exact!) to vetted environmental organizations since February 2021, and our progress toward the UN Sustainable Development Goals we’ve adopted on our Impact Page.

A Movement, Not a Solo Act

One single company can’t shoulder all economic systems change, which is why B Corps lead as a movement. We are so grateful to be joining a global community of People Using Business as a Force for Good ® of over 10,658 B Corps across 163 industries.

We owe a massive “Thank You” to B Local San Diego. Its Bridges Program was the catalyst that helped us navigate the assessment and get us across the finish line. Nadi Marketing joins more than 50+ B Corps in the San Diego region. To the B Lab team and B School Consulting: thank you for helping us prove that small agencies can make a massive impact.

Looking Ahead

As we look toward the future, and toward San Diego Climate Week, we are energized by the power of this collective. Nadi Marketing was built to create local impact that generates a ripple effect, starting right here in our San Diego community and flowing outward to inspire global change. We are committed to recertifying every three years, continuously increasing our impact score, and evolving alongside the movement for a more regenerative world.

Thank you to our partners, our clients, and our community for being part of this journey. We are just getting started.

 

About B Lab

B Lab is transforming the global economy to benefit all people, communities, and the planet. A leader in economic systems change, our global network creates standards, policies, tools, and programs for business, and we certify companies—known as B Corps—who are leading the way. To date, our community includes more than 700,000 workers in over 7,800 B Corps across 92 countries and 161 industries, and more than 200,000 companies manage their impact with the B Impact Assessment and the SDG Action Manager. 

About B Lab U.S. & Canada 

B Lab U.S. & Canada is a partner in the B Global Network, a unified group of global, regional, and national organizations that power a business movement as a force for good.  A historic global culture shift is underway to harness the power of business to help address society’s greatest challenges. Our global network creates standards, policies, tools, and programs that shift the behavior, culture, and structure of capitalism. B Lab certifies companies — known as B Corps — who are leading the way. Our vision is an inclusive, equitable, and regenerative economic system for all people and the planet. For more information, visit usca.bcorporation.net. 

About B Corp Certification

B Corp Certification assesses the overall social and environmental impact of a company. To achieve B Corp Certification, a company must meet a score of at least 80 points in the B Impact Assessment, an evaluation of a company’s positive impact, and pass a risk review, an evaluation of a company’s negative impact. 

It must change its corporate governance structure to be accountable to all stakeholders, not just shareholders, and exhibit transparency by allowing information about their B Corp Certification performance to be publicly available on their B Corp profile on B Lab’s website. B Corps recertify every three years and, once certified, are expected to increase their score over time as they progress towards becoming more equitable, inclusive, and regenerative businesses.