Karmina, an agency with purpose: BCorp engagement as a driver of social change

Today is a special day for us. After two years of hard work, reflection and transformation, Karmina has obtained the BCorp certification. It is not just a recognition, it is the confirmation that we are on the right path: that of being a communication agency with a real and measurable purpose.

What does it mean to be BCorp?

BCorp certification recognises companies that meet the highest standards of social and environmental performance, accountability and transparency. Currently, more than 10,000 companies around the world are part of this movement that seeks to redefine business success: it is not only economic profit that matters, but also the positive impact on people and the planet.

The certification process is rigorous and assesses five key areas: governance, workforce, community, environment and customers. To achieve certification, companies must achieve a minimum score of 80 out of 200 points on the B Impact Assessment, a comprehensive questionnaire that examines every aspect of business operations. Every decision counts, every action carries weight. And it is precisely this requirement that has made us better.

Our commitment: beyond words

Since our beginnings, at Karmina we have believed that communication can be a tool for social change. But words are not enough if they are not accompanied by concrete actions. That is why our commitment translates into tangible and measurable actions.

We take care of our team

People are at the heart of Karmina. That is why we guarantee salary conditions that are 20% above the sector agreements, recognising the real value they bring to the organisation. We offer flexible working hours and teleworking not as an extraordinary benefit, but as a basic necessity to facilitate family and personal reconciliation.

We allocate a specific annual budget to the continuous training of our team because we believe in constant professional development. In a sector as dynamic as ours, updating is essential. In addition, we have implemented internal mentoring programmes, constructive feedback sessions and active listening spaces where every voice counts and every opinion is valued. We want every person who works with us to grow, develop and feel valued.

We are committed to equality

More than 50% of our team are women, and this balance is also reflected in leadership and decision-making positions. It's not by chance, it's intentional. Diversity is not just a value for us, it is a proven source of innovation, creativity and better strategic decisions.

We have established transparent pay policies that ensure equal pay for equal work, regardless of gender. We conduct regular internal audits to detect potential gaps and correct them proactively. Because equality is not declared, it is practised and measured.

We reduce our environmental impact

The climate crisis is not an opinion, it is a scientific fact. And as a company, we have a responsibility to minimise our ecological footprint. We work with platforms like Tree Nation to offset our CO2 emissions, but we don't stop at offsetting: we actively work on reduction.

We use renewable energy in our offices, maintain clear recycling and waste reduction policies, minimising the use of single-use plastics. We have digitised processes that previously required paper, optimised our travel by prioritising virtual meetings when they are efficient, and when we travel, we offset our carbon footprint. Every small gesture counts when it comes to caring for the planet.

Giving back to the community

No company exists in a vacuum. We are part of a social ecosystem that sustains us and to which we must return value. That is why we allocate 2% of our annual profits to corporate social responsibility actions that have a real impact on our environment.

Over the years, we have collaborated with organisations such as the Arrels Foundation, which works with homeless people in Barcelona; Amigos de la Gente Mayor, combating unwanted loneliness; the José Carreras Foundation in the fight against leukaemia; and Delivery4Heroes during the pandemic, supporting healthcare workers at the most critical moments. We believe in contributing to the common good, especially in the most difficult times.

Innovating ethically

Technological innovation is advancing at a dizzying pace. This past year has been key in our digital evolution. We have implemented specific training plans on artificial intelligence for the entire team, not only to understand the tools, but also to understand their ethical implications, potential biases and responsible use.

We launched a certificate of good practice in the use of AI that clearly defines the ethical boundaries of our technological application: transparency with customers, absolute respect for copyright and human verification of all outputs. We created a corporate manifesto that guides our long-term vision and sets out the unwavering principles that govern our strategic decisions. For us, innovation always goes hand in hand with ethics and responsibility.

Thanks to those who have inspired us

This process would not have been possible without the inspiration of other agencies that showed us the way: Tinkle, Roman, Canela and other BCorp companies in the sector. Seeing their example, hearing their stories and learning from their experiences gave us the strength and conviction to embark on this transformation.

And a very special thanks to Ariadna Soto, who accompanied us professionally in this process of internal listening, deep reflection and rigorous analysis. Her facilitation work was fundamental for the process to flow, for all voices to be heard and for us to reach this point with consensus and conviction.

This is just the beginning

BCorp certification is not an end goal, it is a starting point. We have a three-year strategy focused on further improvement in sustainability, continuous learning, responsible governance and innovation. We want to continue to be an agency that not only generates results for our clients, but also actively contributes to the well-being of people and the planet.

Being part of this great community of committed companies fills us with pride and responsibility. It challenges us, it drives us to be constantly better, to never settle. Because at Karmina we believe that another way of doing business is possible. A way where success is measured not only in economic results, but also in the positive impact we leave on the world.

Thanks to all our team for making this possible. This is just the beginning.

AUTHOR

Karmina Team

We are a group of experts committed to helping brands grow through effective digital strategies. With a clear vision and a collaborative approach we offer customised solutions that respond to the specific needs of each client.

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