Today's Features
STREAMING NETWORK

Jennifer Harrity: The Business Case for Doing Good: ESG, B Corp & Real Returns | MOVE Like This

“We don’t need a few companies doing everything perfectly, we need everyone doing something. That’s how real change happens.” 

This is a preview. The complete 1-hour video episode, with commentary and transcript, is first available exclusively to PRO Members | Go PRO here
Sponsored by CPA Trendlines Pro Membership  – See Today’s Special Offer

Click to subscribe anywhere: Apple, Google/Youtube, Spotify, iHeart, Deezer, Amazon Music and Audible, Player FM, Audacy, Gaana (India), Boomplay (Africa), or RSS.

MOVE Like This
With Bonnie Buol Ruszczyk
For CPA Trendlines

In this episode of MOVE Like This, Jennifer Harrity, director of Sustainability at Sensiba, talks about how B Corp certification and ESG (Environmental, Social, and Governance) frameworks are reshaping accounting firms from the inside out. Originally Sensiba’s head of marketing, Jennifer pivoted to lead the firm’s sustainability efforts after spearheading its B Corp certification in 2018. This move led to the creation of a full-fledged ESG practice that now supports clients in areas ranging from greenhouse gas (GHG) reporting to impact assessments and fractional chief sustainability officer services. 

More MOVE

Harrity explains that B Corp certification is a rigorous third-party process that measures a company’s environmental and social performance, governance, and accountability. For accounting firms like Sensiba, it not only served as a differentiator but also proved to be a powerful talent magnet. Students and experienced professionals increasingly seek out values-aligned workplaces, and the B Corp logo on a recruiting booth helped Sensiba stand out, even against Big Four competitors. She emphasizes that the certification aligns naturally with many of the profession’s existing values, such as a commitment to employee well-being and community engagement. 

READ MORE →

ABOUT US

New Survey of 600+ Main Street Accountants Reveals Steep Drop in Optimism for SMB Clients

The Avalara Accountants Confidence Report shows 64 percent of trusted advisors bracing clients for economic downturn, and urging cash preservation, debt reduction, and rapid intelligent technology adoption

Avalara, Inc., a leader in modern tax compliance automation, released the 2025 Avalara Accountants Confidence Report, revealing a marked decline in optimism among U.S. accountants advising small and mid-sized businesses.

Based on a CPA Trendlines survey of 623 accounting professionals, the report offers a unique view into the economic outlook, operational pain points, and forward strategies of nearly 158,000 small and midsized business clients, filtered through the trusted advisors who know their finances best.

READ MORE →

PAY & COMPENSATION

Struggling to Keep Up with Market Salaries?

portrait of Dominic Piscopo
Piscopo

Three common misconceptions and how you can compete.

By Dominic Piscopo, CPA
Founder of Big 4 Transparency and
host of the Big 4 Transparency Podcast

I can’t tell you how many firm owners complain to me about the talent shortage and how it’s holding back their growth. In truth, plenty of talent exists. It just may not be out there at the prices you’re willing to pay.

MORE: Tax and Accounting Wages Hit Record Highs | Panel: Radical Changes Coming in Pay and AI | Accounting Influencers
GoProCPA.comExclusively for PRO Members. Log in here or upgrade to PRO today.

 

When firms come to us to source an open position, they usually share a job description that looks solid. But when we get to the salary range they have in mind, it’s often way below what’s being paid in today’s market. That’s usually why they’re not generating as many good candidates as they hope.
READ MORE →

PRO Member Exclusive

How Automation Fails Accountants

Creates more work, not less.

By CPA Trendlines Research

Automation in accounting is supposed to cut costs and boost productivity. But for many firms, it’s doing the opposite.

MORE in Tech

Some 43 percent of accounting firm professionals say technology is increasing manual work rather than reducing it. And 34 percent say they are underutilizing the features of the tools they’ve already implemented, according to a new survey of 400 U.S. CPAs.

The lesson is clear: Automation is not a silver bullet. To deliver real return, it requires planning, processes and people working in sync. The pressure is growing. As the talent shortage persists and margin pressures rise, firms can no longer afford half-measures on technology.

READ MORE →