B Lab Australia & Aotearoa New Zealand has spent more than a decade building something that matters. The B Corp certification movement – built on the belief that a different kind of economy is not only possible, but necessary – has grown steadily across the region.
But growth creates its own challenge: how do you know if the message is landing?
We spoke with Kira Day, Head of Communications & Advocacy at B Lab AANZ, about how the team uses Glow to measure B Corp brand recognition, understand community attitudes, and plan communications that connect with the people most likely to act.
THE CHALLENGE
Measuring a movement - on a small team's budget
Awareness and recognition are the engine room of the B Corp virtuous circle. When more people recognise the B Corp logo and understand what it represents, more businesses see value in certification. More certified businesses deepen the impact and reach of B Lab’s standards.
And so the cycle builds!
To keep that cycle moving, B Lab AANZ needed to regularly measure public awareness and attitudes. But as a lean team managing multiple projects and priorities, finding the time to coordinate the project more than once a year was proving challenging.
THE SOLUTION
Taking ownership of the research, and the results.
Glow offered a solution to run their research: faster, more flexibly, and without sacrificing quality.
Using the Glow platform in a self-service capacity, the team was able to build, deploy and analyse their awareness and attitudes research themselves – after minimal onboarding with the Glow team.
The shift was significant. Rather than waiting for an agency to deliver findings, the B Lab team had direct access to results as they came in, through Glow’s real-time analysis tools, and could identify trends that they would not have known to look for.
“The Glow platform was so easy to use – from building the survey to analysing the results, we were able to do it all ourselves after minimal training from the Glow team,” says Kira. “By taking this approach we were able to have full control of the survey process, timings and analysis.”
That sense of ownership extended beyond the immediate project. By building research capability in-house, B Lab AANZ now has the foundation to run future studies faster – on topics, timelines, and with the level of urgency the work demands. The ability to access real-time data also opens the door to post-campaign research that wasn’t previously practical.
“The ability to access data and insights in real time will enable valuable feedback immediately after key campaigns,” Kira adds.
Glow’s Research Accelerator Grant – part of the Glow Growth Program – provided access to free Hosting Credits on the platform, making the decision even easier for a mission-driven organisation managing its resources carefully.
THE OUTCOME
Numbers that sharpen the message.
The research delivered B Lab AANZ a clear picture of where community sentiment stands – and where their communications can have the most impact.
The findings were striking.
Over 80% of respondents agreed it should be mandatory for businesses to consider the interests of all stakeholders (people and the planet) in their decision-making.
And almost 90% agreed that company directors and CEOs should be accountable for their social and environmental performance.
The data helps B Lab AANZ identify which audiences to prioritise, which messages to lean into, and which emerging impact topics the public is most hungry to see businesses act on – all of which feeds directly into communications planning and case study development for the year ahead.
The team also now has a repeatable research capability they can activate independently, removing the annual bottleneck and replacing it with something far more responsive to the pace of the movement they’re building.
Interested in running your own awareness or attitudes research? Learn more about Glow’s Research Accelerator Grant and how our self-service platform can help your team move from question to insight, faster.
