Can Business Save the World? Africa’s Role in a Time of Crisis

By Tom Fels, Animarem

We live in a time of stark contrasts, with great economic uncertainty, unprecedented wealth accumulation and radical technological advances, whilst at the same moment inequality is deepening, the climate crisis is worsening, and environmental degradation is pushing ecosystems to the brink.

For Africa, the stakes are particularly high. As the continent most vulnerable to the effects of climate change and inequality, we face a complex challenge: How do we build thriving economies without sacrificing our social fabric or natural resources? How do we create prosperity that lifts communities rather than widening the gap?

While African businesses are uniquely positioned to lead this change, we need a credible framework with which to do it.

What’s Broken in Business Today?

The old way of doing business is no longer fit for purpose. Profit at all costs has left us with rising emissions, exploitative supply chains, and communities that are excluded from the wealth they help create.

This isn’t just bad for people and the planet—it’s bad for business. Consumers are demanding more transparency and accountability. Employees want to work for companies that align with their values. And regulators are starting to crack down on greenwashing and unethical practices.

It’s clear that business as usual is not sustainable. What we need is a new way forward—a framework that balances profit with purpose, growth with responsibility, and innovation with inclusion.

That framework exists. It’s called B Corp Certification.

B Corp: A Credible Framework for the Evolution of Business

At its core, this is about rewriting the rules of business. It’s about holding companies accountable for their impact on people, communities, and the planet—not just their shareholders.

To become a certified B Corporation™, a company must complete a rigorous, independently verified assessment measuring its performance across five key areas; Governance, Workers, Community, Environment and its Customers. Crucially, Certified B Corps are legally required to consider the impact of their decisions on all stakeholders, not just shareholders.

Given Africa’s historic challenges with corruption and transparency, B Corp provides a measurable, independently verified way to ensure businesses are part of the solution, not the problem.  As the certification is globally recognised, African companies involved in exports to international markets are also able to authentically differentiate themselves with a credible trust mark, overcoming legacy stigmas associated with African businesses.

Finally, the framework encourages resilience—something African businesses have always excelled at. By focusing on governance, sustainability, and inclusion, it aligns perfectly with the strengths and values of our continent and the principle of ‘Ubuntu’.

Animarem’s Journey: A Personal Perspective

When I founded Animarem, I wanted to create something that mattered—a company that could help businesses become better versions of themselves while driving real change in the world.

From the beginning, I was drawn to the movement. It felt like the community I had always been searching for—a group of businesses that believe success should be measured not just by financial profit, but by the positive impact they create.

But certifying Animarem wasn’t easy. In fact, the first time we undertook the B Impact Assessment, we didn’t make the cut. Our score was in the 60s – far below the 80-point threshold required to certify.

It was humbling. But it was also clarifying.

We took a hard look at our operations, our governance, and the way we measured impact. We made deliberate choices to improve – not just so we could pass the test, but because we wanted to live up to our values.

Fast forward to today, and Animarem is officially a certified B Corporation with a score of 91.6. That number represents more than just a milestone – it represents the kind of company we’re becoming every day.

Our Role

For years, Animarem has been at the forefront of the movement in Africa. As a prior Market Builder for Southern Africa, we’ve worked to raise awareness, engage communities, and help businesses see the value of balancing purpose and profit.

Today, we’re proud to have Africa’s top team of B Leaders — consultants who specialize in guiding companies through the certification process. We’ve seen first-hand how the framework transforms businesses, not just in terms of impact, but also in terms of cultural engagement, brand distinction, and operational excellence.

Nearly 90% of our revenue during our certification year came from B Corp clients. That’s not a coincidence, as purpose-driven businesses attract purpose-driven partners.

But our work is far from done. Africa is home to some of the world’s most resilient and innovative businesses. There are still too few certified B Corps on the continent and that’s why we’ve set an ambitious goal: to help create 1,000 certified B Corps across Africa.

Why Now Is the Time

During the current global economic turmoil, the opportunity for Africa to set its own long-term economic approach is upon us. The choices we make now will determine whether we become a leader in sustainable development or a cautionary tale of having ‘missed the boat’.

B Corp Certification offers a way forward – a framework for businesses to grow sustainably, inclusively, and with integrity. For leaders and founders, the question isn’t whether your company can become a B Corp. The question is: When will you start the journey?

A Resonant Call to Action

If you’re reading this, you’re already part of the conversation. You already see that business has the power to change the world. Now, it’s time to act. I once heard a saying that entrepreneurs ‘learn by doing’. The same is true of organisational evolution, there are thousands of companies and leaders navigating their role in this new world right now, with courage and conviction. We at Animarem are among them, will you join us to create a more conscious, inclusive, and sustainable economy?

www.animarem.com

www.bcorpafrica.consulting