By Ann Dowdeswell, CEO Jermyn Street Design
As a business committed to sustainability in all its forms, becoming B Corp had long been part of our Net-Zero goals. Achieving certification a year ahead of schedule was a proud milestone – one that not only validated our efforts across the business but also showcased the passion driving our commitment. From our manufacturing processes and global supply chain, to our inhouse well-being initiatives, to our investment in technology, B Corp’s scope is vast but for us the real gem of it is it helps our team see, and feel connected to, our mission and values.
In my view, the link between purpose-driven business practices and employee satisfaction has never been stronger. We’ve seen firsthand how being part of something that creates a positive impact on people and the planet boosts engagement – employees feel proud of the role they play, and overall job satisfaction rises as a result.
We’ve built an incredibly strong team here at JSD, and I am deeply grateful for each and every member. I know they feel connected to our bigger purpose, but celebrating our B Corp certification together truly sets a new standard – both for our future growth and for our shared commitment as a team.
B Corp certification represents more than a sustainability badge – it’s a comprehensive framework that directly impacts how employees experience their work environment and find meaning in their day to day work.
What B Corp Certification Means for Our Workplace
The Purpose-Driven Foundation
B Corp certification requires companies to meet rigorous standards across five key areas: governance, workers, community, environment, and customers. This was by no means an easy certification to acquire. It really challenged us to look at what we were doing and join more dots across the business. Having done this, it’s been even easier for us to create a workplace where employees feel their efforts contribute to something larger than profit margins.
Legal Commitment to Values
Unlike corporate social responsibility initiatives, which we have undertaken regularly and continue to do, gaining B Corp status involves legal commitments, and amongst other things, includes employee well-being into company governance structures. Undoubtedly this helps staff feel assured that as a business, we are in this for the long haul.
Direct Well-being Benefits for Staff
Enhanced Sense of Purpose
Working for a certified B Corp gives employees clear assurance that their employer values social and environmental impact just as much as financial performance. We have found that this alignment between personal values and the business’s mission significantly boosts job satisfaction, strengthening the sense of unity within the team and setting the business apart as genuinely values-led – even when pursuing ambitious growth plans. As a whole we’ve seen this create a working environment that balances the attention to detail and natural pressures in the business, with self awareness and open communication between all levels of the team. However, the majority of the time team members are happy to manage their own work levels, driven by their own passion to make things happen at a pace which fuels the company’s growth, whilst still looking after their own health and well-being.
Improved Work-Life Integration
As part of JSD’s commitment to fostering a healthy, balanced, and supportive workplace, we continue to invest in well-being initiatives that prioritise the holistic needs of the team. From mental health resources and flexible work arrangements to regular check-ins and team-building activities, the aim is to create a working environment where everyone feels valued, heard, and empowered.
A recent health and well-being initiative, in which our team collectively walked 8 million steps, not only demonstrated our commitment to workplace well-being but also evolved into a charitable effort – raising much needed funds for our local Mind. It was a powerful way for the team to feel good on multiple levels: supporting their own health while collectively contributing to a meaningful cause. It also encouraged us to take regular short breaks, stepping away from our desks to achieve our goal. More importantly, it gave us valuable time to connect as a team – away from screens and meeting rooms. It was a meaningful reminder that our health truly is our wealth. We really enjoyed doing this challenge together and are lucky we have some beautiful spots locally to walk, especially along the river and in Ravenscourt Park. I thoroughly enjoyed the focus of being more active and I hope we’ve changed some of our behaviours now as a result.
These efforts are central to JSD’s culture and reflect our long-standing belief that a thriving team is the foundation of sustained success and innovation.
B Corp standards emphasise employee benefits, fair compensation, and workplace flexibility so our team knows that we are formally committed to these things.
Greater Job Security and Trust
As a fast growing business there is an excitement around our position in the industry, but we found B Corp status just firmed up even more trust between management and staff, as employees gained confidence in our long-term commitment to ethical practices, creating psychological safety that reduces anxiety about job stability. We are also investing in employee growth by expanding training programs, offering mentorship, and creating clear pathways for career advancement – all designed to support well-being through professional development.
The Ripple Effect on Workplace Culture
Collaborative Decision-Making
At JSD, we have always been very collaborative within all different levels and departments throughout the business. B Corp governance has also encouraged us to create even more participatory decision-making processes, giving employees a greater voice in workplace policies and direction. We regularly communicate progress toward B Corp goals with staff, involving them in sustainability initiatives and impact measurement. This transparency builds trust and reinforces the connection between individual contributions and organisational purpose. Ultimately I just want a happy team who are thriving doing work they love, being part of something that is making a difference to others, and we’ve found this empowerment significantly impacts mental well-being and job satisfaction.
Community and Connection
B Corp certification encourages community engagement, often through volunteer programs and local partnerships and this is something we love to do. From fitness and wellness based initiatives to charitable giving and community support we are passionate as a team about giving back, and these activities strengthen team bonds and provide us with additional sources of meaning and connection.
Measurable Well-being Outcomes
Retention and Engagement Metrics
Research consistently shows that B Corp-certified companies experience higher employee retention rates and engagement scores compared to traditional corporations. For core roles in particular, we perform really strongly in this area and it’s something that as a management team we are really proud of. It’s also really useful to be able to utilise the B Corp assessment framework to identify gaps in current well-being offerings and develop targeted improvements that serve both certification goals and employee needs.
Attraction of Purpose-Driven Talent
We have long attracted people who share our values, particularly our strong commitment to sustainability, because our values have always been clearly defined and deeply embedded in how we operate. Now, our B Corp certification further strengthens this by attracting employees who prioritise meaningful work – helping build a team that’s naturally aligned with company values and therefore more likely to find satisfaction in their roles.
Conclusion
In our experience B Corp certification represents a strategic approach to improving staff well-being that goes beyond traditional employee benefit programs. By embedding stakeholder interests into corporate governance, companies create sustainable improvements to workplace culture, employee satisfaction, and long-term retention. For workplace wellbeing leaders, B Corp certification provides a comprehensive framework for creating environments where employees don’t just work – they thrive while contributing to meaningful change.
I certainly feel that the investment in B Corp certification pays dividends in employee engagement, reduced turnover costs, and the attraction of top talent who increasingly prioritise purpose alongside paychecks. In an era where workplace well-being directly impacts business performance, we feel passionately that B Corp certification offers a proven pathway to creating workplaces that serve both people and profit.
My driving mission as CEO is to ensure that the JSD team are enabled to do their job to the best of their ability, to look after their well-being and ensure that we deliver on the promises we have made to every one of our clients. I am dedicated to making sure I support each employee with their personal and professional goals, so I can continue to build the best team in the industry, but one with well-being at the core. We have a strong and very experienced staff of like minded people at JSD; and I am proud to say that we are not afraid of pushing the boundaries and doing things differently.
With a team of 38, JSD works with world leading brands in 80+ countries across the globe. Trusted by clients such as global sports organisations and associations, and brands such as Jet2, Butlin’s, First Group, Historic Royal Palaces, Pure Gym, Lancôme and Nuffield Health, JSD manages the lifecycle of bespoke workwear for their teams and colleagues, with a focus on individuality, sustainability and diversity at the forefront, with the company’s philosophy that ‘no-one is uniform ensuring a truly tailored service for every client.
