B Corp to “be” happy

: B Corp certification and employee engagement, job satisfaction, and well-being at L’Occitane Group

Abstract

This thesis investigates the impact of B Corp certification on employee engagement, job satisfaction and general well-being within the L'Occitane Group. The study assesses whether this certification meets employees' needs, or whether it is simply a question of brand image by using a two-methods approach, comprising semi-structured interviews with 12 employees and an online survey completed by 232 participants. The results show a mixed impact. Although the certification aligns with employees' values and influences their feelings of belonging and pride, the company's current efforts are not enough to fully meet expectations in terms of career development, training, and remuneration. This study reveals that certification enables a clear understanding of the gaps between the company's reality and what is expected by employees and society. The research highlights L'Occitane's strengths and weaknesses in meeting B Corp requirements and employee expectations and offers practical recommendations for leveraging certification to improve employee wellbeing. Although this study is limited by its sample size and its focus on a single company, it concludes that, while B Corp certification has had a positive influence on company culture and employee morale, there are still areas for development and a need for constant reassessment to meet the full needs of employees.

Date of Award	28 Jun 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Sérgio Moreira (Supervisor)