Stuff New Zealand becomes a certified B-Corp

By Peter Bale


New Zealand and the U.K.


Stuff, the largest publisher in New Zealand, announced it’s become a certified B-Corporation, joining a small number of media companies that have achieved that ranking and committed to a range of social, environmental, and transparency goals.

Proprietor and Chief Executive Sinead Boucher, who bought the company from Nine Network Australia at the height of the crisis in media over the COVID pandemic, has said she wants Stuff to become the most trusted company in the country — not just for its news.

Sinead Boucher is CEO at Stuff in New Zealand.
Sinead Boucher is CEO at Stuff in New Zealand.

“Being a B Corp aligns with Stuff’s strategy of making Aotearoa [an alternative indigenous Maori name for New Zealand] a better place. We want all that we do, all that we think about, and all we produce to be having a tangible, positive impact on Aotearoa and the lives of everyone who lives here,” Boucher said in a statement carried on

“We see the certification as a crucial tool to help guide us on this journey, to help us hold ourselves accountable for our actions, and to continue building trust with consumers, communities, and suppliers, and to attracting and retaining employees.”

The Guardian Media Group in the UK is among a tiny group of media firms that have applied for and achieved B-Corp status.

Full disclosure, I worked for Sinead as a strategic adviser on this and other issues.

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About Peter Bale

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