Corporate Social Responsibility – B Corp – Sweet Temptations Cupcakery Environmental Future?

Corporate Social Responsibility or Cupcake Social Responsibility…


Today I met with Jackie, the owner of Sweet Temptations, a local cupcakery in the south end of Guelph. I contacted Jackie having heard a lot about her fun, quirky and brilliant business in creating innovative cupcakes (as well as enjoying quite a large number of cupcakes myself over the past few years).

Julia & Jakki

Julia & Jakki


Jackie and I met to discuss something really exciting, as well as one of my greatest passions: corporations taking voluntary action to integrate social and environmental concerns in their business operations (UNIDO, 2014). This is what Corporate Social Responsibility is. Do not be fooled by the title; CSR is not just about social, it is also about the environment, which many companies forget to include.


There are tons of ways companies are integrating improvements and initiatives within their operations, which have also been saving a lot of money (with energy, water and waste efficiency), gaining customer trust and loyalty, and differentiating themselves in the community, and more.


Jackie and I went through the B Impact Assessment, an online survey to measure how your company is doing and areas/ideas for improvement. The B Impact Assessment is a free online survey offered by B Lab, a nonprofit organization, that uses the scores on the assessment to certify for profit organizations: B Corporation Certified. This is a highly credible and pretty thorough certification scheme that any company who achieves can be proud of.


Taking the survey for the first time, Sweet Temptations scored a 45.7 out of 200. Don’t worry! This is not bad. Especially since there are about 15 questions we have to come back to and answer later once more information is gathered. In order to get certified, you only need to score 80 out of 200. It may be confusing why there are so many points left over, but they are there to give companies more ideas, because you have to get re-certified with B Corporation every two years, giving the opportunity to show where you have improved as an organization; what new initiatives have taken place; have you diverted more waste or measured more water use since you last took the survey; have you incorporated formal policies and procedures or worked to source more locally?


This is a really exciting process and tons of ideas are going to come out of it, so stay tuned and stop in to try the new flavours. I got a Pumpkin Spice Cupcake…jealous?


Pumpkin Spice Latte Cupcake

Pumpkin Spice Latte Cupcake




B Corporation. (2014). Certified B Corporations.


UNIDO. (2014). What is CSR? United National Industrial Development Organization. Retrieved November 11, 2014 from


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