Lemon Queen crowned with success after B Corp™ certification

Lemon Queen has earned B Corp™ certification, championing the PR agency’s ethical creativity, impact and transparency in the air cargo industry.

Lemon Queen pursued B Corp™ certification to position the agency at the forefront of a communications industry facing mounting pressure to prove genuine environmental responsibility. Certification signaled that Lemon Queen was prepared to match creative influence with meaningful operational change.

Audrey Serdjebi, founder and chairwoman of Lemon Queen says: “Today, players across the industry are being required, whether by their clients or their own shareholders, to adopt more eco-responsible behaviors and actions. Working with a B Corp™ -certified agency is already a step in that direction.

It is proof of our commitment and gives us the opportunity to communicate about meaningful initiatives, while knowing how to give those actions meaning without falling into greenwashing.

Reputation, transparency, and accountability are becoming business matters in their own right within the air cargo industry. This requires communication that is more factual, coherent and evidence-based.”

What is B Corp™ certification?

B Corp™ certification is an international certification awarded to companies that meet high standards of social and environmental performance, accountability and transparency. It is not just a sustainability label. It assesses how Lemon Queen creates value for all stakeholders, including employees, clients, suppliers, communities and the environment, rather than focusing only on profit.

To become B Corp™ certified, companies must go through a rigorous assessment led by B Lab, covering areas such as governance, workers, community impact, environmental practices, and customer responsibility.

Why does it matter for an air cargo communications agency?

As an agency specialized in air cargo business, Lemon Queen’s B Corp™ certification is particularly meaningful because the sector operates in an environment where trust, transparency and responsibility are becoming increasingly important.

In this context, communication is not only about visibility. It becomes a strategic tool to help companies explain their commitments clearly, avoid overclaiming, build credibility and engage stakeholders around measurable progress.

Lemon Queen adopts B Corp™ as living standard

Lemon Queen will use B Corp™ as a working standard, not as a one-off announcement. The certification will guide and strengthen its partnerships, client recommendations, campaigns and internal decisions. Lemon Queen intends to rely on this certification to further develop a more demanding, responsible, and meaningful vision of cargo communications that supports the industry's transformation.

Air cargo operates in an environment where sustainability issues are increasingly scrutinized, discussed and expected. For Lemon Queen, strategic communication is not about smoothing over these tensions, but about making them understandable, accessible and properly contextualized. This enables companies to explain their actions, clarify their meaning and bring coherence to their transformation journey.

In such a technical industry, the challenge is to make these topics accessible without oversimplifying their complexity. It is also about proposing initiatives that support the planet, such as No Goodies projects, charity programs or the free transportation of endangered animals through WeQare.

B Corp™ certification reinforces Lemon Queen's credibility on sustainability and Environmental, Social, and Governance (ESG) communications. The certification process helped Lemon Queen formalize practices already in place while tightening internal standards. More importantly, it shifted culture, giving the team a shared reference point for everyday decisions. The result is clearer governance and a stronger commitment to translating principles into coherent, practical action.

Audrey says: “We realized that Lemon Queen had already accomplished a great deal. Auditors were surprised to see a communications agency wanting to position itself in this space. We are not doing this as a marketing exercise, but with genuine commitment, and that was appreciated far beyond expectations. We are clearly pioneers in this area.

“The process requires evidence, structure, and consistency across the entire company, and we already had those foundations in governance, internal practices, environmental responsibility and long-term impact,” she says.

B Lab runs the globally recognized B Corp™ movement from roots in Philadelphia, pushing businesses to balance profit with people and planet. Operated by the non-profit B Lab network, it exists to challenge shareholder-first capitalism and reward genuine social and environmental impact. Companies undergo rigorous assessments covering governance, workers, communities and sustainability, then legally commit to higher accountability standards. Certification is reviewed regularly, making B Corp™ less marketing badge, more operational proving ground.