Romanian integrated communication agency pastel has obtained the international B Corp certification, one of the most demanding global standards assessing a company’s impact on people, communities, the environment, and clients. The certification comes as the agency approaches its 20th anniversary on the Romanian market and formally validates a long-term strategic direction: delivering business performance while creating positive societal impact.
Globally, more than 10,000 companies across over 100 countries are certified as B Corps, as interest in responsible and transparent business models continues to accelerate. In this context, pastel joins a relatively small group of companies in Romania that have chosen to subject their entire operational ecosystem to an independent, structured, and transparent evaluation process.
The B Corp certification assesses how companies operate across governance, decision-making, internal processes, employee relations, procurement policies, and ethical standards in client and partner relationships. For pastel, this validation reflects a business model refined over nearly two decades and shaped by experience across multiple industries.
Over the past 20 years, the agency has delivered thousands of integrated communication campaigns for brands in FMCG, retail, services, IT, NGOs, and the public sector. Throughout this period, pastel has consistently focused on projects that combine measurable business outcomes with a broader positive impact on society.
“pastel is a Romanian entrepreneurial business, and over the past 20 years we have consistently aimed to align our work with the highest industry standards. The B Corp certification officially confirms this approach and the way we have chosen to build our business,” says Dana Nae Popa, Owner & Managing Director of pastel.
The agency’s cross-industry experience has contributed to the development of internal processes centered on efficiency, compliance, and responsible collaboration with partners. The B Corp certification also builds on previous international validations, including EcoVadis, which ranks pastel among the top 24% of companies assessed globally for sustainability performance.
According to Dana Nae Popa, pastel’s vision of adding “the bright touch” to brands is supported by a clearly defined set of values—empathy, vision, partnership, passion, and ethics—translated into concrete governance, HR, procurement, and client relationship policies. These were evaluated both through EcoVadis and the B Impact Assessment, the framework used to determine B Corp eligibility.
From an operational perspective, integrating B Corp standards means working with rigorous, continuously monitored processes: strengthened ethics and anti-corruption policies, transparent supplier selection and procurement procedures, ESG criteria embedded in decision-making, recurring evaluations of employee satisfaction and professional development, and structured mechanisms for identifying and mitigating operational risks.
“The B Corp certification shows that a company gives equal importance to profitability and to the impact it creates on society and the environment. It is more than a label—it is a long-term commitment to responsible business,” notes Corina Radu, CEO of Impact Market Romania and Co-founder of Better Business Alliance, the organization representing B Corp in Romania.
This structured and values-driven approach positions pastel as a strategic partner for brands seeking transparency, operational rigor, and responsible communication—criteria that are becoming increasingly relevant for competitiveness and reputation in European markets.
About pastel
pastel is a fully Romanian integrated communication agency with nearly 20 years of experience. The agency delivers strategic and creative communication solutions for brands across sectors including automotive, FMCG, services, banking, industry, B2B, IT, NGOs, and retail, both locally and regionally.
With a multidisciplinary team, pastel provides integrated services covering brand strategy and positioning, creative development, BTL and events, PR and corporate communication, social media, and digital campaigns. The agency’s mission is to add “the bright touch” to brands by combining business results with positive societal impact.
pastel is B Corp certified and holds the EcoVadis Bronze Medal for sustainability performance, ranking in the top 24% of companies evaluated globally, with strong results in ethics, human and labor rights, and sustainable procurement.
