We sat down with Sarah-Jane McQueen, COO of Candlefox (known as CoursesOnline in the UK). This is a global platform which aims to connect those looking to learn new skills with the very best upskilling courses available. Recently, they have achieved B Corp certification. Sarah-Jane talks us through the journey.
What made you want to pursue B-corp certification?
We decided to pursue B Corp certification because we wanted to solidify our commitment to doing more than just business as usual. For us, it’s always been about making a positive impact, not only for our bottom line but for our employees, customers, and the environment. B-Corp certification felt like the right way to formalise this commitment and hold ourselves accountable to the highest standards. Whilst we aren’t a company that produces a lot of industrial waste for instance, we knew that there was more to be done to do our bit sustainability-wise.
One big reason we went for it is the credibility it brings. We want people to trust that we’re truly committed to social and environmental responsibility, not just saying it. With the B-Corp stamp, there’s no doubt. It shows that an independent organisation has evaluated our practices and determined that we’re not just here for profit—we’re here to make a difference.
We also saw it as an opportunity to stand out. In today’s market, people care about where they spend their money, and we want to be the kind of company that attracts customers who share our values. Plus, it helps with talent. We know people want to work for companies that reflect their beliefs, and having B-Corp status makes it clear that we’re walking the talk.
What benefits have you found so far?
Since getting our B-Corp certification, we’ve seen a lot of benefits, both expected and surprising. First off, it’s been a powerful trust-builder with our customers. They recognise the B-Corp label, and it immediately signals that we’re serious about our values. We’ve had partners reach out specifically because they want to work with a company that’s committed to doing good for society and the environment, so it’s strengthened our relationships and even helped us grow our customer base.
Internally, it’s made a big difference with our team. We’ve always prided ourselves on being a great place to work, but the B-Corp certification reinforced that commitment. It’s helped attract new talent, especially people who care about working for a purpose-driven company, plus it’s deepened the sense of pride and engagement among our current employees. Knowing that we’re part of a bigger movement keeps everyone motivated, and it’s given us a clear benchmark for how we can keep improving.
Another key benefit has been joining the B Corp community. We’ve connected with other businesses that share similar goals, and it’s opened up opportunities for partnerships and collaboration we might not have found otherwise. The sense of shared mission is energising, and being able to learn from other companies that are pushing the boundaries of social and environmental responsibility has been hugely valuable.
Finally, the certification has pushed us to continuously improve. The process of becoming a B-Corp encouraged us to look at areas where we could do better, and now that we’re certified, we’re constantly revisiting our practices to ensure we’re living up to those high standards. It’s been a great framework for long-term growth, resilience, and impact.
From an international perspective what were the main challenges?
From an international perspective, pursuing B Corp certification came with its own unique set of challenges. One of the most significant hurdles was navigating the different regulatory environments and cultural expectations across countries (for context we have our HQ in Australia and another team in the UK). Standards for social and environmental responsibility vary greatly depending on the region, and what’s considered sustainable or ethical in one country might not be the same in another. We had to ensure that our global operations met B-Corp standards while also complying with local laws and norms, which required a lot of coordination and flexibility.
Another challenge was communication across different markets. The B-Corp movement is more widely recognised in some regions but less so in others. In markets where B-Corp certification isn’t as well-known, we found it challenging to explain its value to customers, partners, and even employees. It required us to invest more in educating stakeholders about what it means to be a B-Corp and why it matters.
