If you’ve ever looked at a brand and thought, Are these guys actually legit, or is this just more corporate greenwashing BS? Trust us, we’ve been there too. The outdoor industry has no shortage of companies talking about how “sustainable” they are. But how many are willing to prove it, get audited, and be held accountable?
That’s where B Corp comes in.
We first visited this topic almost three years ago after achieving certification, but we wanted to revisit what B Corp means to us. B Lab is in the process of releasing a new version of the standard, which has pushed us to really revisit what we’re doing. We’re not perfect, but we’re learning, and we can now look at B Corp with three years of context. In that time, the outdoor industry has changed, the climate crisis has accelerated, and expectations for businesses have only gotten higher. Certification isn’t a box we checked and moved on from. It’s a framework we return to again and again to guide decisions, push for improvement, and make sure our actions live up to our words.
So, What the Hell Is a B Corp?
A Certified B Corporation (aka B Corp) is a for-profit company that meets high, verified standards of social and environmental performance, accountability, and transparency. Certification is run by B Lab, a nonprofit that digs into how you treat workers, your supply chain, your governance, your climate impact, and your role in the community. You need to hit a tough performance bar to certify and re-certify - and the bar keeps rising.
B Lab’s new standard makes it even clearer what good looks like. Instead of cherry-picking easy points, every B Corp now has to show action across seven core areas:
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Purpose & Stakeholder Governance – Act in line with a defined purpose and embed stakeholder governance so decisions benefit people and planet.
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Fair Work – Provide quality jobs and foster a positive workplace culture.
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Justice, Equity, Diversity & Inclusion (JEDI) – Build inclusive, diverse workplaces and contribute to just, equitable communities.
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Human Rights – Treat people with dignity and respect human rights throughout operations and the value chain.
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Climate Action – Take real action to combat the climate crisis and its impacts.
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Environmental Stewardship & Circularity – Minimize negative environmental impacts, operate within ecological limits, and pursue circular practices across the value chain.
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Government Affairs & Collective Action – Play a leadership role in fair, responsible public engagement and collective solutions that advance an equitable, inclusive, regenerative economy.
Translation: if you want that “B,” you’ve got to be serious across the board.
Sidebar: B Corp vs. Benefit Corporation (WTF is the Difference?)
People mix these up all the time, so here’s the quick hit:
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Benefit Corporation = a legal status you file with your state (like LLC or C-Corp) that bakes stakeholder responsibility into your charter. It’s your legal DNA.
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B Corp Certification = a third-party certification from B Lab proving you meet high standards for impact and transparency. It’s the proof.
Many companies do both. You don’t have to - but together, they’re purpose + verification.
Why the Hell Did Weston Do It?
Because without snow, we don’t exist.
We’re a backcountry brand. Our business depends on cold winters, deep storms, and wild places. Climate change isn’t abstract to us — it’s rain in January, shorter seasons, and fewer powder days. B Corp certification is how we hold ourselves accountable to what we believe: protect the places we ride, support the people who make it possible, and be transparent about the journey.
During our first certification, we passed with a score of 92.4, well above the 80 point benchmark for becoming certified, and did particularly well in our Governance and Environmental components. However the new structure is pushing us to do better and more, because “good” isn’t good enough.
What Does That Look Like in Action?
Here’s how we’re putting those seven pillars to work:
✅ Climate Action
We’ve set science-based targets to reduce our carbon emissions, and publish our Climate Action Plan and GHG inventory so riders can hold us to it.
✅ Environmental Stewardship & Circularity
Design for durability > fast replacement. Repairs, resale options, and material shifts (castor-based bioplastics, VOC-free resins, recycled edges) keep boards on the slopes. We also push suppliers toward renewables and transparency.
✅ Fair Work
Keep building a workplace that’s safe, fair, and supportive — from pay practices to clear growth paths to a culture where people can speak up and ride hard.
✅ JEDI
Make the backcountry more welcoming: Mission Series collaborations, community education, and partnerships that elevate historically excluded voices.
✅ Human Rights
Expect dignity and respect in our value chain; engage suppliers on standards, traceability, and corrective action where needed.
✅ Purpose & Stakeholder Governance
We tie decisions back to purpose — snow, community, planet — and are restructuring how we do business to try and maximize our impact. This is being baked into our legal business documentation to ensure it continues.
✅ Government Affairs & Collective Action
We back policy rooted in climate science and work with groups like POW, SIA, and OIA to push for industry-level solutions.
What’s Next?
That little B logo? Not a trophy. A challenge.
B Lab’s standard will keep evolving - and we’re here for it. It keeps us honest, forces hard choices, and makes sure “sustainability” isn’t a buzzword but a system we run on. At Weston, B Corp isn’t the finish line; it’s the framework that keeps us improving, season after season.
So the next time you see that B, know it means this board, this ski, this company is in it for the long haul - for the snow, for the backcountry community, and for the planet we all ride.
We’re going to be diving into what we’ve been doing, how we’re doing it, and where we are going in the future. Follow along to dive into what sustainability means to Weston, and see what we’re going to keep winters snowy.
LEARN MORE ABOUT WESTON SUSTAINABILITY
Weston on the B Better Podcast
Hear Weston Owner, Leo Tsuo, speak about his path to B Corp certification and why it’s more about building community and bringing people on the journey than just crunching numbers. Listen Now!