What does it mean for our business, our community and our team to be B Corp Certified? We asked our team to define what working for a B Corp Certified company means to them.
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At Goodwings, we've been a Certified B Corporation since 2019. But for us, it's never been about ticking a box or displaying a badge. It's about building a business that holds itself accountable - to our team, our customers, and the planet.
In 2025, we recertified with a score of 105.6, up from 95 in 2022. In fact we've raised our overall score 19,3 points since we started our certification in 2019. That improvement reflects deliberate choices: how we design our product, support our people, and show up everyday to change the travel industry. B Corp certification keeps us honest. It ensures we're balancing purpose and profit, pushing ourselves to challenge outdated norms, and proving that business can truly be a force for good.
Being part of the B Corp community means joining a movement that's shifting the economy, from extractive to regenerative, from concentration of power to equity, and from individualism to interdependence, and not least from thinking targets to thinking continuous improvement. It's a framework that aligns with our mission to change business travel, for good.
"From day one, Goodwings was about driving systemic change in the travel industry," says Christian Møller-Holst, CEO and Founder of Goodwings.
"We joined B Corp because change doesn't happen in isolation. It requires a strong community and clear values. B Corp certification isn't a milestone we reached and moved on from. It's the foundation of how we operate. It guides everything from product development to the culture we foster internally. It keeps us accountable, and it reminds us that we're not just building a company - we're contributing to a movement that's redefining what business should be."
The B Corp certification isn't a milestone we reached and moved on from. It's the foundation of how we operate.
It keeps us accountable, and it reminds us that we're not just building a company - we're contributing to a movement that's redefining what business should be.
Christian Møller-Holst, CEO and Founder of Goodwings.
Pictured (from left): Gitte Rosholm (B Corp Nordics Manager),
Christian Møller-Holst (Goodwings) and Maria Peltokangas (Corporate Good)
"When we first joined the Nordic B Corp movement in 2019, the community was still in its early stages and counted fewer than 30 companies across the region. It's been incredible to witness how this organization has grown, and how companies support each other while using the platform to challenge industries and raise expectations for what the role of business should be.
Today, the Nordic B Corp community includes more than 180 companies working to measure and improve their impact. The collective ambition within this network is powerful - and it's inspiring to see how businesses collaborate to push for systemic change.
Recently, we joined more than 100 Nordic B Corps in co-signing an open letter titled ‘Hey CEO: Our planet needs you now.’ The letter calls on business leaders to take responsibility for their impact on people, the planet, and future generations - and reminds us that while business has contributed to today’s climate challenges, it also has the power and responsibility to help solve them.
Being part of this community means standing alongside other companies that believe business should be a force for good, and being willing to use our collective voice when it matters" Says Josefine Bovbjerg, Content and Community lead at Goodwings.
For our team, being part of a B Corp isn't just a talking point. It's a perk, a value driver and a network of likeminded people. We asked our team to put into words, why working for a B Corp Certified company matters to them:
"When I started at Goodwings, I didn't know why there was a big B on the door - now I look out for that same big letter everywhere I go! Working at a B Corp has reshaped my everyday choices, from the shampoo I use to the tea I buy (shoutout to Clipper!). It's a great indicator of products that are better for both people and the planet." Maarten Wigboldus, Customer Success Manager |
"As a B Corp, you are required to design a product or service that is at the forefront of responsible business. For me personally, this is an exciting challenge that encourages me to think harder about the solutions we bring to market, ensuring that they keep shaping a responsible path for the future our industry. "
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"the B in Benefit has shone through working for a Company that puts ethics and values to the top of their value chain. We benefit not just from great colleagues with a shared ambition, but a great community here in the Nordics who believe in the same mission as us. It makes going to B Lab events with our peers that much more special!"
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Pictured: Goodwings team and other B Corp community members at a B Corp event hosted by Brøchner Hotels, together with AllMatters and Aasted.
Our B Corp certification influences every layer of how Goodwings operates. It's embedded in our sustainability suite, which helps companies track, reduce, and report travel emissions with precision. It's reflected in our product roadmap, where we prioritize tools that drive long-term behavioral change - like CO₂ reduction targets, policy controls, and AI-powered analytics.
We've built guidance and nudging directly into the booking process, making it easier for travelers to choose the most responsible options. We co-invest in sustainable aviation fuel alongside our customers, helping drive demand for fossil-free alternatives. And we ensure that emissions goals aren't buried in a policy document - they're visible to every employee, every traveler, every day.
Being a B Corp also means committing to transparency. We publicly disclose our impact performance, and we hold ourselves to the evolving standards set by B Lab. As those standards become more rigorous, we're ready to meet them, because they reflect the kind of accountability we believe the entire industry should embrace.
We're not standing still. Version 3 of our Sustainability Suite is on the horizon, bringing even more powerful tools to help businesses take their travel programs to the next level. We're accelerating the shift away from fossil fuels by subsidizing biofuels and making sustainable aviation fuel more affordable. We're expanding our inventory to include more trains and alternative transport options. And we're enhancing our AI-powered insights to offer CO₂ forecasting and predictive analytics that help companies set, track, and meet their emissions targets.
Our goal is to reshape an industry that desperately needs change, making responsible travel the default choice for businesses everywhere. B Corp certification ensures we do it the right way—with integrity, transparency, and a commitment to continuous improvement.
For us, every trip counts. And being a B Corp ensures that every decision does, too.
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