This B Corp Month, we’ve been reflecting on what impact really means to us—and the truth is, at Appinio, it’s never been a side project.
B Corp Month, led by B Lab and the global B Corp community, is a celebration of businesses that are committed to using their power to create positive change. For us, it’s also a moment to look back on a decade of growth shaped by a clear belief: business should be a force for good.
And from early on, even as a small startup with big ideas, I've seen firsthand how impact can be baked into a company's DNA. And while we’ve grown in size, structure, and sophistication, our commitment to people and planet has remained constant. It’s embedded in how we operate, how we grow, and the kind of culture we’ve built—one that values purpose just as much as performance.
As Earth Day approaches, we’re proud to spotlight the values that continue to guide us forward.
"With a background in strategy and operations spanning over a decade, I joined Appinio nearly four years ago—initially focused on growth in the US market. As the business evolved, so did my role, gradually expanding into a more global remit. I’ve since led projects like securing our B Corp certification, developing annual impact reporting and taken on a growing focus on wider compliance, particularly as we’ve reached new business milestones and become subject to more rigorous EU regulations. It’s been exciting to be part of a journey with a company where colleagues show up every day driven by the belief that business can and should have a lasting impact."
Jessica Sprock, Senior Regulatory & Compliance manager.
Growth fuelled by purpose
2024 marked Appinio’s 10th anniversary. It’s been a milestone we’re incredibly proud of—not just for what we’ve built, but for how we’ve built it. Long before we became a certified B Corp, we were making purpose-driven decisions: offering pro bono research to NGOs, planting trees for every survey completed, and giving discounts to like-minded, climate-conscious clients. These weren’t marketing tactics. They were simply the right thing to do.
As we grew, our impact efforts matured alongside our business. Over the past few years, we’ve moved from intention to integration—deepening our environmental reporting, doubling down on social impact, and embedding sustainability into our day-to-day operations.
From raising our EcoVadis score to rank in the top 35% of all companies globally, to taking part in the Carbon Disclosure Project (CDP) and more robustly quantifying our emissions by scope – we’ve also kept up with our traditions of goodwill by doubling our employee donations to global causes for several years running now.
This evolution signals more than just trying to embody practice—it shows that purpose is built into how we grow, how we lead, and how we care for our people. For those considering joining Appinio, it means being part of a company where doing good is business as usual.
Our environmental journey
Climate protection has always been a core focus. Between 2014 and 2020, we officially compensated for over 422 tonnes of CO₂ working with trusted third-party partners to offset what we couldn’t yet reduce. While offsetting more carbon than we produce becomes more challenging as we scale, we remain committed to achieving climate neutrality—and to helping our customers do the same, with every action they take on our platform.
And through our B2B platform, each survey completed results in another tree planted, partnering with Eden Reforestation Projects to do this. And as of 2024, we planted around 150 trees every day—an estimated 54,750 trees annually. These are small but tangible steps that we’ve been able to take towards a healthier planet.
A culture that cares
When we were a smaller team, we could offer free market research to NGOs, helping them raise awareness and visibility around social and environmental issues. Our support spanned a wide range of causes, from refugee assistance and investigative journalism to animal welfare, mental health, and climate action. These partnerships were a reflection of the values we live every day, as individuals and as a company.
Today, that spirit lives on, in our consistent support, in the form of service discounts to those aiming towards a net zero future, further supporting businesses on similar decarbonisation journeys.
And we know that showing up for the planet and people is something our Appinioneers back, too. We often hear from new joiners that Appinio just feels different. And that’s no accident. We’ve worked hard to build a company where purpose isn’t a tagline—it’s a lived experience. One where people know their work contributes to something bigger. That culture has been key to our growth, and it’s something we’ll fiercely protect as we move forward.
As we look ahead to the next decade, our mission remains clear: To grow responsibly, act transparently, and keep purpose at the heart of every decision we make.
This Earth Day, we’re reminded that building a better future takes all of us. If you’re passionate about people, planet, and purpose, we’re hiring—come and grow with us.
Happy Earth Day—from all of us at Appinio.