Amplify, Seed and Wonder Achieve Global B Corp Certification Under B Lab’s New Global Standards

The three agencies are among the first globally to certify under B Lab’s raised-bar V2 framework, replacing points-based scoring with mandatory requirements across seven key impact areas.

Amplify, Seed and Wonder have been certified as B Corporations™ across all London, New York, LA, Sydney and Paris offices, having been independently verified to meet high standards of social and environmental performance, accountability and transparency. With Amplify having been certified since 2023 and Seed since 2025; this latest accreditation extends B Corp status across all three agencies and every office globally, officially bringing Wonder into the fold.

Pioneering B Lab’s V2 Standards

Amplify, Seed and Wonder are among the first businesses worldwide to achieve certification under B Lab’s newly introduced V2 standards. The updated framework raises the bar for accreditation, moving away from the previous points-based scoring system, where lower performance in one area could be offset by points earned elsewhere, to non-negotiable, tailored requirements across all seven impact areas:

• Purpose and Governance
• Fair Work
• Justice, Equity, Diversity and Inclusion (JEDI)
• Human Rights
• Climate Action
• Environmental Stewardship
• Government Affairs and Collective Action

Under V2, strong performance is non-negotiable across every single category, setting a much higher benchmark for corporate accountability.

A culture of continuous progress

Achieving certification under these rigorous standards is a proud milestone, but for Amplify, Seed and Wonder, it is a work in progress mentality that we have and this is just a step on an ongoing journey rather than a finish line. Thinking and acting responsibly has always been fundamental to how the agencies operate and the certification serves as a validation of values already in practice.

Crucially, the agencies' commitment extends far beyond environmental sustainability alone. It embraces holistic responsibility, focusing on the impact made on people, the broader cultural landscape where campaign work exists, and the planet. Guided by a "work-in-progress" mentality, teams across all three agencies constantly question the small details, striving to find the inch of improvement that continually adds up to something bigger.

"As a culture first agency we firmly believe doing good is as important as doing good business. A view our teams and clients share. For that reason we never want our B Corp accreditation to simply be a badge, so we're not going to promote it like one. This is validation of how we already work and what we believe in, and another step on an ongoing journey rather than a finish line. The new V2 standards are significantly harder to meet and that’s exactly why they matter."
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Jonathan Emmins, Founder + Global CEO of Amplify, Partner at Common Interest

Value-led partnerships

In an industry where certifications can easily be viewed as a tick-box exercise, Amplify, Seed and Wonder are clear that B Corp status is not a marketing tactic or an empty badge.

For clients, this accreditation offers complete confidence that conscious, considered decision-making is embedded into every campaign, brand activation and experience from concept to execution. Clients gain a partner operating with verified integrity, transparency and cultural awareness, which ensures creative work connects authentically with audiences without performative claims or greenwashing.

Our commitment to continuous evolution

“For the group, this has always been about far more than just environmental sustainability. It’s about taking a holistic view of responsibility, how we care for our people, how we shape the cultural landscape and how we make conscious decisions across every campaign we create. Certifying under these tougher V2 standards proves we're on the right track, but it is really just the start. We’re proud of how far we’ve come, but we’re hungrier than ever to keep pushing, keep questioning and do even more."
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Jennie Mossman, Head of Responsibility & Impact, Amplify and Seed

Ultimately, securing B Corp certification across all global offices marks a milestone in an ongoing journey rather than a destination. By adopting B Lab’s rigorous V2 framework, Amplify, Seed and Wonder are reinforcing a shared culture of continuous improvement. One that views responsibility not as a static achievement, but as an active, daily practice across every campaign, office and client partnership. With future re-certification already setting the horizon, the collective is using this benchmark as momentum to keep evaluating their impact and raising the bar for what responsible agency work looks like.

First published in LBBonline.