PrettyGreen & B Corp

Becoming B Corp certified in July 2024 was a proud moment for PrettyGreen, but not a turning point. It’s a milestone that simply formalises how we’ve always done things: balancing people, planet and performance with creativity and commercial ambition. For us, this isn’t about a new direction. It’s a recognition of the direction we’ve always been heading in. 

Since our launch in 2008, PrettyGreen has never been driven by a “green” agenda. We weren’t built as a sustainability agency. But we were built with heart. The agency was founded in the aftermath of a global recession, at a time when everything felt uncertain and from the very start, we shaped PrettyGreen to be a business rooted in compassion, fairness and purpose-driven creativity. 

As Strings puts it: 

“We weren’t talking about people and planet and profit back then, but we were talking about kindness. We wanted to work with good people, create brilliant work, and do things the right way, even when no one was watching.” 

Long before ESG was a boardroom buzzword, PrettyGreen set out a series of internal mantras that still guide us today. From “If it feels wrong, it is” to “Manners cost nothing” and “Strong views, softly held”, these weren’t just nice slogans on badges, they were principles we recruited against, worked by, and built a culture around. 

That mindset shaped the campaigns we delivered as much as the way we delivered them. Yes, we’ve done award-winning, internet-breaking work, but the moments that matter most are the ones where we quietly did the right thing: managing environmental risks at major Red Bull events, working with Royal Parks to protect wildlife, or helping clients evolve their thinking long before sustainability was a strategic KPI. 

From Red Bull’s Flutag soaring into the Serpentine, to Cadbury and the early debates around sugar and public health, we’ve always found ourselves at the intersection of creativity and responsibility. We’ve run campaigns where reputational risk was real and responded with thinking rooted in integrity, not just optics. 

As a PR-led agency, reputation has always been our lens. Whether that’s managing environmental impacts, reducing waste from event builds, or guiding clients through tough social conversations, our instinct is always the same: protect the people, protect the planet, and do the job properly. 

“Clients came to us for ideas, not ESG. But what we brought, consciously or not, was a mindset of care. The creative had to be great, but how we got there mattered just as much.” 

We chose B Corp not because it was trendy, but because it’s tough. We’ve seen it up close through our work with SkootEco, and we know how rigorous the process is. This isn’t a badge you buy. It’s an operational shift that forces you to prove, line by line, how your business works for people and planet, not just profit. 

For PrettyGreen, it was a natural step. We’ve always believed in building a high-performance agency that works responsibly, but B Corp holds us to account. It helps formalise the behaviours and beliefs we already have, while making us sharper about where we can go further. 

The next 12 months for PrettyGreen are about embedding that mindset deeper across every brief, every campaign, and every corner of the business. We’re helping our teams understand what B Corp means for them: how to reduce their own footprint, think differently about client work, and find small moments of impact in the day-to-day. 

We’re looking harder at things like waste from shoots and events. We’re asking how kit and event builds can be reused, repurposed or donated. We’re working with clients to nudge more conscious decisions, without compromising creativity. 

Most importantly, we’re staying true to our roots: doing work we’re proud of, with people we respect, for brands that want to make a difference. And we’re doing it with a clear-eyed understanding of the world around us. 

Final Word 

PrettyGreen becoming B Corp isn’t the end of a journey, it’s just a checkpoint on the path we’ve always been on. A business that believes in better. That knows creativity can be a force for good. That believes kindness, profit and purpose can coexist. 

“We’ve always had a good heart. B Corp is just our way of showing it.” 

Mark Stringer, aka Strings, Founder & Chair, PrettyGreen

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