The reality of being a B-Corp: convincing clients to truly commit to sustainability
Reflecting on her experience at the now-closed Odelay Films, Prudence Beecroft, MD and EP at Not Just Any, reflects on the hard truths behind running a B-Corp certified production company, calling for greater accountability and collaboration in the industry.
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Sustainability has long been at the heart of my work in commercial film production. When my previous company, Odelay, became a certified B-Corp, it was a milestone I was incredibly proud of.
It was a testament to our commitment to ethical business practices, environmental responsibility, and social impact. But what I quickly learned is that while a B-Corp badge is an admirable achievement, it does not automatically translate into clients sharing the same values.
The reality is that many brands and agencies still prioritise cost and convenience over meaningful change.
For businesses looking to make a real difference, becoming a B-Corp is not just a marketing exercise—it is an ongoing commitment to rigorous ethical and environmental standards. It means making tough choices, questioning unsustainable norms, and sometimes even turning down work that does not align with your values. Unfortunately, the reality is that many brands and agencies still prioritise cost and convenience over meaningful change, and that makes it incredibly difficult for production companies striving to do the right thing, especially in the current market.
Many brands love the optics of sustainability, but are often apprehensive to commit.
One of the biggest hurdles I encountered at Odelay was persuading clients to move beyond lip service. Many brands love the optics of sustainability—green-washed campaigns, net-zero pledges, and vague corporate commitments—but when it comes to the actual production process, resistance sets in – or more specifically these attributes were not actively embraced.
It feels like as soon as there isn’t an abundance of work all the positive industry initiatives like DEI and sustainable shoots are de-prioritised.
Our clients were more than happy for us to suggest cost-effective measures: reducing travel by hiring local crews, cutting down on single-use plastics, or using LED lighting instead of traditional setups, using green courier services and carbon offsetting where we simply couldn’t reduce carbon any further. They were more than happy for us to do the heavy lifting here and just let them know at the end of the shoot with an official Carbon offsetting certificate – what the environmental impact was for them. One of our regular clients even became an Ad Green Super user (alongside us) one year, due to all our proactive measures.
The frustrating reality is that sustainability is still seen as a ‘nice-to-have’ rather than an essential part of business. While consumer pressure is pushing brands to talk more about environmental responsibility, the industry itself has been slow to adapt, particularly in commercial film production, where traditional workflows remain deeply entrenched.
Running a B-Corp business also comes with financial pressures that many clients fail to recognise.
What I was saddened to see was it was rare for any brands or agency to have actively sought out companies that are running ethically or with a B corp status. When work has been scarce, it seems like clients want to play it safe and not work with new organisations, despite being talented and trustworthy. It feels like as soon as there isn’t an abundance of work, all the positive industry initiatives like DEI and sustainable shoots are de-prioritised.
When clients weren’t willing to meet us halfway on sustainability initiatives, we had to absorb the extra costs ourselves.
Running a B-Corp business also comes with financial pressures that many clients fail to recognise. From ensuring fair wages for crew members, private healthcare for staff, encouraging shooting in the UK (where possible) to offsetting carbon emissions, everything comes at a cost. Unlike companies that cut corners to maximise profits, B-Corps must balance profitability with accountability.
At Odelay, we made decisions that aligned with our ethics, but they often came with financial trade-offs. When clients weren’t willing to meet us halfway on sustainability initiatives, we had to absorb the extra costs ourselves. Over time, that financial strain takes a toll. Sadly, in October, Odelay closed its doors.
Real change only happens when clients take responsibility, alongside their suppliers.
If there is one lesson I have taken from this journey, it is that real sustainability in commercial production will only happen when clients take responsibility alongside their suppliers. Production companies cannot bear the burden alone. Brands need to stop seeing sustainability as a box-ticking exercise and start investing in genuine, long-term change.
For anyone considering the B-Corp journey, my advice is this: be prepared for resistance, but stay true to your values.
Despite the challenges, I remain optimistic. More and more people within the industry want to do better—they just need the right support and incentives. It is time for agencies and brands to step up and align their production processes with the sustainability commitments they make in their public messaging. We need clients who genuinely want to collaborate, not just badge-holders looking for good PR. While my time at Not Just Any has only just started, I am also working to get us to a great place with operating sustainably, ethically and really being at the forefront of best industry practices.
For anyone considering the B-Corp journey, my advice is this: be prepared for resistance, but stay true to your values. Change is slow, but it is happening. And the more of us who push for better industry practices, the closer we get to making sustainability a standard rather than an exception.
Though Odelay is no longer, the need (and fight!) for a more responsible production industry continues. Hopefully soon brands will finally be willing to do more than just talk about it…
