Now a B Corp, eyewear brand Ace & Tate publishes list of bad decisions

Last week, eyewear brand Ace & Tate revealed that it had made some poor decisions in the past. Those bad moves surfaced while the Amsterdam-based company was preparing to be certified as a B Corporation, and ranged from not fully realizing their responsibility towards people working in their supply chains, to mixing in bamboo fibers with plastic in a misguided attempt to create eco-friendlier cases.

Becoming a B Corp isn't an easy process, but as Ace & Tate's confessions demonstrate, it forces companies to closely examine the (un)sustainability of every part of their business, shining light on missteps that might otherwise be overlooked. 

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No organization is flawless, and consumers don't expect perfection. But they do expect to see you moving in the right direction. So, the path is clear: make positive changes — both internally and externally — and communicate them clearly. And like Ace & Tate, be honest about your slip-ups, too. By making those stories part of your brand, you'll be able to engage with your audience on a deeper, more powerful level.

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