## [To B or Not to B…](/blog/b-or-not-b) Friday, March 4, 2016 ![](/sites/default/files/A_BCorp_logo_New2.png) [To B](http://www.bcorporation.net/community/rtraction-canada-inc), as it turns out. We are excited to announce the addition of rTraction Canada Inc. to a growing and impressive list of [Certified B Corporations (B Corps)](http://www.bcorporation.net/b-corp-community). ## What is a B Corp? In simple terms, B Corp is to businesses what Fair Trade is to coffee. It’s a commitment to rigorous standards and practices. It’s a responsibility to take into account the interests of our team, our clients, the communities we serve and the environment, in addition to our shareholders. It’s about business as a force for good. ## Why become a B Corp? Giving back, working with purpose and creating a great culture have been a part of our DNA since we opened our doors in 2001. When we found out about the B Corp movement, we were inspired to learn how to do even better from B Lab and other like-minded businesses (validating the work we were already doing was a bonus). We wanted to get on board right away. When we started seriously working on becoming a B Corp in 2011, we were about a third of our current size. We were a close-knit team that volunteered together as a team building exercise. We offered free services to non-profits that needed a Web presence or marketing boost through our $100K/year corporate social responsibility (CSR) program. Our co-founders, David Billson, Shawn Adamsson, and Josh Dow, were active board members and community energizers. The clients we worked with were making a real difference in the world, from supporting [food security in London, Ontario ](http://www.londonfoodbank.ca/)to [changing the mental health conversation across Canada](http://eenet.ca/). ![](/sites/default/files/b-corp-community-logo-cloud.jpg) We were excited about the prospect of joining an impressive roster of of businesses like [Hootsuite](https://blog.hootsuite.com/b-corp-announcement/), [Kickstarter](https://www.kickstarter.com/blog/kickstarter-is-now-a-benefit-corporation), [Patagonia](https://www.patagonia.com/ca/patagonia.go?assetid=68413), [Bullfrog Power](https://www.bullfrogpower.com/our-story/trustedsource/) and [PeaceWorks Technology Solutions](https://peaceworks.ca/about-us) (just down the road from us in Waterloo). Of course, being B Corp is about more than just joining a community of like-minded people doing great work that makes a difference (though that is a big part of it). It’s the real deal, and as we started our [impact assessment](http://bimpactassessment.net/), we realized that a lot of things we were already doing were a great start… and we had some work to do and decisions to make before we were really ready to submit. ## What have we changed? Since starting our impact assessment, we have made quite a few changes for the better. Some changes are procedural things, which sound boring on the surface, but are a big part of our commitment to doing business for good and supporting the people who make our work possible. We have created new policies and a single space to share them. We have created an advisory board to make sure we are considering a broad set of perspectives and stakeholders in our strategic planning, decision making and policy development. The board meets quarterly and includes our team, and respected members of our community ([Pillar Nonprofit Network](http://www.pillarnonprofit.ca/)’s Michelle Baldwin, Chantelle Diachina from Prana Yoga & Wellness, and [Jennifer Kirkham](http://www.mischeviouscat.com/about.html)). ![](/sites/default/files/roundhouse-grand-opening-team.jpg) Some other changes we’re proud of include offering [flexible work arrangements](https://www.instagram.com/p/BBapTI9DcZn/?taken-by=engine_sevenfour), making our workplace [pet friendly](https://www.instagram.com/p/BCbG6d5oJ6x/?taken-by=ellipsisdigital), offering yoga and meditation classes through [Prana Yoga and Wellness](http://pranayogawellness.ca/) (founded by one of our distinguished alumni, Chantelle Diachina), moved to an [award-winning office space](http://londonroundhouse.com/) that has helped elevate the importance of heritage within the community and serve as a community gathering space, and worked with our[ local caterer](http://edgarandjoes.ca/) (Edgar and Joe’s, a social enterprise) to reduce waste by going in on reusable catering supplies. ## What’s next? We plan to keep improving, and learning from other B Corps along the way. We will keep telling our story and championing the B Corp movement until it is the way people do business. We will continue to live out our [manifesto](https://www.instagram.com/p/0lnmg-oJ_J/?taken-by=ellipsisdigital) and create work that makes a difference for our clients and our community.