Oliveira Ruggi, MaíraCavalcante Nascimento, Thiago2020-03-172020-03-172020-03-13http://hdl.handle.net/10625/58661B Lab is a non-profit organization that certifies companies for their social and environmental performance standards, transparency, and legal accountability. This article aims to identify how the innovation undertaken by companies certified by B Lab act on the sustainability activities. The sample obtained in the survey was composed mostly by microenterprises in the service sector. Results show the order of the “pillars” of positive sustainability as: a) social b) economic and c) environmental. The impact of innovations is more related to the economic pillar, followed by environmental. Ultimately the social “pillar” of sustainability was rejected.application/pdfenSTANDARDSSUSTAINABILITYACCOUNTABILITYENVIRONMENTAL ECONOMICSINNOVATION SYSTEMSMICROENTERPRISESSERVICE SECTORDATA ANALYSISBRAZILGLOBALJournal Article (peer-reviewed)