Spindogs, the Cardiff based digital agency, has been awarded B Corp status, marking a formal milestone in a sustainability journey that has quietly shaped the business for more than two decades. The certification, granted by B Lab, recognises high standards of social and environmental performance, accountability and transparency, and follows a rigorous independent assessment of over 200 questions. Spindogs scored 105.6 points against an 80-point threshold required for certification, with its strongest results coming in the workers and community categories. The achievement lands alongside another major change for the agency, which became employee-owned in March 2025, underlining a business built around people as much as digital delivery.
A Natural Extension of Existing Values
Rather than overhauling its operations to meet B Corp requirements, Spindogs found that many of the standards were already embedded in how it worked. The agency, founded more than 22 years ago, has long positioned people, communities and the environment as central to its business model, and the certification process became less about change and more about formal recognition of habits already in place.
Amanda Williams, Employee Experience Manager at Spindogs and a member of the company’s Sustainability Steering Group, said:
“Social value has always been central to who we are. Since Spindogs was founded more than 22 years ago, we’ve believed in using business as a force for good whether that’s supporting employees, giving back to local communities and reducing our environmental impact.”
“Becoming a B Corp felt like the natural next step for us, giving us an opportunity to formally demonstrate our commitments.”
Structures Behind The Standard
The certification did not emerge in isolation. Spindogs runs a nationwide volunteering programme that allows employees to support causes in their own communities, and it has established its own Sustainability Steering Group, a team of eight colleagues drawn from design, web development, marketing, and people and culture disciplines. That group is tasked with keeping sustainability work moving, with the agency already progressing towards ISO 14001 environmental management certification as its next target.
The B Corp award also sits alongside the company’s shift to employee ownership in March 2025, a change that reinforced its long-term commitment to staff and adds further weight to the case that Spindogs has been building towards this recognition for some time rather than treating it as a one-off exercise.
Leadership Perspective On What Comes Next
For managing director Liam Giles, the certification is treated as a marker of accountability rather than a marketing asset. The agency has already set its sights on the next stage of the process, with recertification due in 2029 under B Lab’s updated standards framework.
Liam Giles, Managing Director at Spindogs, said:
“We are proud to be one of few B Corp businesses in Cardiff. For us, the accreditation is more than just a title, it’s a reflection of who we are and what we do.”
“This is not a finish line or simply a badge for the website. It is a commitment to keep measuring our impact, challenging ourselves and making responsible decisions as we grow. Alongside becoming employee-owned, it reinforces the kind of business we want to be for the long term.”
A Long Term Commitment, Not A Checkbox
Spindogs’ path to B Corp status reflects a business that built sustainable practice into its operations long before certification became the goal. With employee ownership already established, a volunteering programme active across the country, a dedicated Sustainability Steering Group driving strategy, and ISO 14001 work already underway, the Cardiff agency has set out a clear direction for the years leading to its 2029 recertification. As one of a small number of B Corp businesses in Cardiff, Spindogs now carries a formal marker of standards it says it intends to keep measuring itself against.
