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Reflecting on 5 years as a B Corp

Being a B Corp is more than just putting a logo on a website. For us, it has been a five-year North Star that has guided how we treat our team, how we serve our clients, and how we impact the planet.

Marty Drill
Marty Drill

12 March 2026

6 minute read

In 2021, Luminary officially joined a global movement of businesses committed to being a "force for good." This year, we celebrate five years as a Certified B Corp.

Being a B Corp is more than just putting a logo on a website. For us, it has been a five-year North Star that has guided how we treat our team, how we serve our clients, and how we impact the planet. To mark this anniversary, we wanted to pull back the curtain on why we chose this path, what it actually takes to stay on it, and what we’ve achieved since we started.

Why we became a B Corp

One does not simply "decide" to be a B Corp one week and get certified the next. The process of becoming a B Corp is famously rigorous.

Since our founding in 1999, we’ve always been a little bit different. Long before "purpose-driven" was a buzzword, we were focused on using digital to make the human experience brighter. We pursued B Corp certification because we wanted to validate that path. We wanted to move beyond saying we were a good company (most companies want to be a good company) to proving it through a framework that holds us accountable to the highest global standards. And so a seed of an idea grew into something solid and tangible for our team and our position as a business.

The certification process involves hundreds of hours of preparation, a deep-dive self-evaluation, and multiple rounds of external audits and interviews across five pillars: Governance, Workers, Community, Environment, and Customers. Most businesses that step up to the certification process will, on average, score a 50.9. To become a B Corp you must score a minimum 80 points and in 2021, Luminary scored 83.

Now, this isn’t a "one-and-done" test either… to maintain the certification, we must re-certify every three years, meeting even higher benchmarks each time. It is a process designed to be hard because the commitment it represents is serious. In 2024, under tougher guidelines and new areas of assessment, Luminary scored 85.6 points. We are thrilled we increased our score.

What it means to us as a business

To Luminary, being a B Corp means transparency and balance. It means we no longer measure success solely by profit, but by the value we create for our people and the planet.

  • For our team: It means psychological safety, "no-questions-asked" sick leave, and access to on-staff coaching for personal and professional growth. It means our "Work from Anywhere" policy isn't just a perk; it’s a commitment to human-centric operations.
  • For our clients: It sends a message that we put social responsibility at the forefront. It’s why nearly 20 percent of our business is dedicated to purpose-driven clients like Beyond Blue, Cancer Council, Fred Hollows Foundation, UNICEF, and Save the Children.
  • For our leadership: As our CEO Marty Drill puts it, B Corp gives us a way to lead on social issues and show that business can and must be done differently to ensure sustainable growth.

Five years of impact: What we’ve done

The last five years have been our most active in terms of social and environmental impact. Here are some of the most impactful steps and initiatives we have taken since 2021.

Environmental stewardship

  • Backdating our footprint: For our 25th anniversary, we didn't just look forward; we looked back. We offset all the carbon dioxide Luminary has created since we began in 1999.
  • Mangrove planting in Bali: We’ve moved beyond just buying credits. Our team has physically planted thousands of mangroves in Bali. Mangroves are ‘carbon sinks’ that can hold up to four times more CO2 than rainforests, and to date we have planted almost 10,000.
  • Carbon neutrality: We have maintained our carbon-neutral certification since 2018, offsetting hundreds of tonnes of CO2 through biodiversity projects in Western Australia Victoria, Bali and India.

Community and social impact

  • Luminary Hearts: For our 25th birthday, we launched the Luminary Hearts program where our team members nominate causes close to their hearts. Through this, we are donating $25,000 to 36 different charities, including Dementia Australia, Sintang Orangutan Rehabilitation Center, Cancer Treatment Services at McGrath Foundation, and Indonesian antenatal services, to name a few.
  • Beyond Blue Supporting Partner: After providing pro-bono and discounted support to Beyond Blue including launching its new digital platform, we were officially named a Beyond Blue Supporting Partner in 2025. Addressing wellbeing in our community: Wellbeing is essential, which is why we developed an App with Beyond Blue to help people track and do things for their Wellbeing, called PACE and its available on Android and Apple stores.
  • Nurturing future talent: We’ve continued our sponsorship of the Victorian Young Achiever Awards, specifically the Luminary Tech Visionary category, to support the next generation of innovators using tech for good.
  • Supporting orphanages in Bali: We have supported children’s refuges/orphanages in Bali by providing everything from essential food, clothes and toys to refurbished computers for education. Recently we supported a charity ride to deliver bikes to kids at Bali Street Kids Project.
  • Supporting our team: Each Luminary team member is afforded a $4000 training budget, as well as a $200 fitness budget that they can spend on entering a running race, a gym membership or equipment.  and we have invested more than $250,000 in internal training. 
  • Supporting charities/NFPs: Over $250,000 in pro bono or discounted work in 2025, supporting charities such as Save The Children, Fred Hollows Foundation, UNICEF, Beyond Blue, Cancer Council and more. We also raised many for many of these charities through fun runs, walks and morning teas throughout the year.  
  • Volunteering in our communities: Our Brisbane, Sydney and Melbourne teams regularly volunteer at either OzHarvest, FoodBank and other charities to make nutritious meals for those doing it tough in our communities.

We also choose our partners and suppliers with our B Corp status in mind, changing banks (to Bank Australia, a fellow B Corp), coffee (Market Lane and 23 Degrees) and even our office partners (Hub Australia in Sydney and Brisbane) for their likeminded commitment to a greater good. And we get amazing food made by Asylum Resource Centre. 

Whether you business is a B Corp or not, utilising products and services from these businesses can have a positive impact on society and the environment. 

The next five years

Being a B Corp is an ‘ongoing pledge to continue to grow, improve and find better ways to balance profit with the needs of our people’. We’ve reached the five-year mark, but we aren't at the finish line.

As technology, especially AI, reshapes our industry, we are more committed than ever to ensuring that digital is bright, but the human experience is brighter.

Here’s to the next five years of using business as a force for good.

Marty Drill
Marty Drill

12 March 2026

6 minute read

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