STRAT7 seeks B Corp status

STRAT7 is currently in the process of gathering data to support its B Corp application and has created an eight-person steering committee from across the business to lead the initiative.

The process to becoming a B Corp requires meeting targets in five areas: governance, workers, community, environment and customers.

Businesses must provide evidence of socially and environmentally responsible practices relating to energy supplies, waste and water use, worker compensation, diversity and corporate transparency.

Once B Corp status is reached – certified by B Lab UK – the company must make a legal commitment to maintaining these standards through amendments to its articles of association.

There are almost 6,000 companies worldwide and more than 1,000 in the UK that have been accredited as a B Corp, including several market research companies such as The Nursery, Space Doctors and Zappi.

Speaking to Liam Kay-McClean at Research Live, Barrie Brien, chief executive at STRAT7, felt the accreditation was the most rigorous to demonstrate environmental, social and governance (ESG) intentions.

The team at Incite had been working on B Corp status before it was acquired by STRAT7 in 2021 from Kin + Carta, and STRAT7 is building on that experience in its current application.

Barrie Brien, CEO at STRAT7, explains: “B Corp status is the right thing for the business – we have to think about our people, diversity and inclusion, protecting our planet, community, having the right corporate governance. We needed something that would give us that framework, which is what B Corp status will do.”

“B Corp status would also be the clearest way to demonstrate ESG credentials to staff. Talent and workforce are more demanding of the companies they work for, quite rightly. We need to demonstrate we have a framework and will work to that. B Corp is a publicly accredited body and status is properly audited. It is putting a line in the sand.”

“I think it will give us greater transparency. That transparency is important as it holds our feet to the fire in terms of doing the right thing for local communities, planet and people. Will we turn away clients? Probably. It will certainly make us challenge ourselves.”


As part of the process of becoming a B Corp, STRAT7 has set out six core areas that it will focus on over the next year, the first being training and development, in particular creating a more personalised approach across the group and incorporating best practice.

The second area is health and wellness, which is led by people and culture team representatives – or an equivalent – across all of STRAT7’s agencies, and will examine core HR policies.

The third area is diversity, equity and inclusion (DEI), for which the company will work with a HR consultancy and look at a cross-group policy and industry approaches.


Elaine Kent-Smith, Head of Brand & Culture at STRAT7, who is helping to lead the B Corp initiative, says: “DEI means different things to different people in different places. We have to get a local and individual flavour to it. This is the area where most work needs to be done.”

STRAT7 is based in 11 locations across seven markets, with six businesses: Bonamy Finch, Crowd DNA, Incite, Jigsaw, Rainmakers, and Researchbods.

Other areas of focus for the STRAT7 B Corp programme include charity and volunteering, the environment and client services.

Barrie Brien concludes: “The benefits from B Corp status will outweigh the work needed to gain accreditation. There’s definite business positives from this. In some ways, it is not really why we are doing it – it is the right thing to do. We can’t just put our heads in the sand.”


Original article published on Research Live.


Joe Lockey

Senior Analyst

Joe joined us after completing rotations across our consumer, services and health sectors, whilst gaining exposure to both qualitative and quantitative research techniques.


Alice Hedlund


Alice has experience in customer-centric growth, brand strategy and innovation at global scale. She specialises in brand transformation journeys, bridging the gap between business and brand strategy to create holistic and actionable plans for impactful growth.

Helen Donald


Job Title

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis irure dolor in reprehenderit in voluptate velit esse cilum dolore eu fugiat nulla pariatur. 

Tom Carvell


Tom has a science background with a PhD in Materials Chemistry. He has spent most of his career working on in-house front-end innovation where he delivered mid/long term strategic projects for brands such as Durex, Scholl, Veet and KY. He is focussed on delivering pragmatic but provocative innovation strategy for CPG categories.

Manick Pratheeban

Senior Principal

Manick is a brand strategy and consumer insight specialist with 15+ years’ experience helping to grow some of the world’s biggest brands. He has a proven track record of translating trends, consumer, and market data into actionable insights to formulate growth strategies.

Kate Jones

Senior Principal

Kate has over a decade of experience in creating transformative strategies for customer-focused businesses. With a background in consumer insight and behaviour change across consumer health, packaged goods, leisure, banking and other sectors she focuses on elevating the customer experience to create human-centric innovations and foster impactful growth.

Jacob Gascoine-Becker


Jacob specialises in leveraging consumer research to inform investment strategy and business case development. A management consultant since 2014, he previously spent eight years working in ecommerce and digital marketing.

Ines Achabal

Senior Analyst

Ines is inately curious and creative. She is known for her expansive thinking when exploring client challenges and elevating the visual quality of outputs to maximise their impact.

Helene Mills


Helene has 20+ years’ experience advising business leaders and investors on growth strategy based upon consumer and market intelligence. Her particular specialism lies in leisure, retail, food and beverage sectors.

Helen Donald

Helen Donald


Helen has consulted businesses at different stages of growth across a variety of sectors, specialising in consumer packaged goods and consumer healthcare. She is an adept strategist, bringing clarity to the most complex of situations and connecting dots to create rich, future-proofed platforms for innovation, brand positioning and growth.

Allan Chen STRAT7 Advisory

Allan Chen

Senior Principal

Allan’s core skillset provides an analytical and commercial lens to address client challenges. He started his career as an actuary, and since then has held a broad range of strategic roles, improving performance across the private and public sector.


Björn Dufwenberg

Managing Director​

Björn has 15+ years’ experience in insight-driven transformation, across management consulting, as well as brand and innovation agency roles. Most recently he headed up the Customer-Led Transformation practice at PwC Sweden, until joining STRAT7 in 2021. He’s worked on global projects covering consumer goods, durables, spirits and beverages, retail, banking, and private equity.

Kamilla Dala

Senior Principal

Kamilla has 10+ years’ experience leading and implementing insight-driven transformation within global matrix organisations in durable and consumable goods. Areas of expertise cover segmentation, uncovering and translating actionable consumer insights within innovation, product development, brand positioning, strategy and marketing.