A Conversation: Bridging Values and Technology

At Affinity Bridge, we believe technology should serve a greater good. Few people embody that principle more than CEO Mack Hardy and CTO Robin Puga, who have guided our company for nearly two decades. 

• Mack is the driving force behind Affinity Bridge’s mission to use technology for positive social and environmental impact.
• Robin brings over two decades of experience in web development, and his passion for open-source technology, community and co-operatives fosters a spirit of collaboration.

Using his broadcasting chops from Vancouver Co-op Radio, Robin sat down with Mack to discuss how Affinity Bridge started, what it means to be a Certified B Corp, and how our shared values continue to shape our work.

Below is the lightly edited transcript of their conversation. We hope it gives you a deeper insight into the heart and soul of our agency.

Robin: Thanks for joining me today, Mack. Always a pleasure to have you in the interview seat.

Mack: It’s wonderful to be here, and thank you for hosting. I’m excited to chat.

Robin: Let’s start at the beginning. What prompted you to start your own agency?

Mack: It all began in 2004. My previous startup had run its course, and I found myself doing some freelance work. I realized I wanted to build a team—to work on the kinds of projects that truly mattered to me. Early on, I had been involved in tech startups focused on things like market pricing engines and currency exchanges. It was all about chasing funding or maybe even a dream of yacht life. But I was craving something more meaningful.

When I started Affinity Bridge, the name alone reflected our intentions. We wanted to “bridge” technology gaps for people and organizations we had an affinity with—those working on social or environmental issues. Building an agency around that mission attracted the right kind of collaborators and clients, and I’ve never looked back.

Robin: Speaking of clients, what types of organizations did you envision partnering with?

Mack: In the early days, it was sustainability and environmental concerns that really grabbed my attention. We worked with the Post Carbon Institute, who were focused on peak oil and relocalization. Even before “climate change” was a mainstream term, we knew we wanted to be part of a better, more human response to global challenges. Over time, we also expanded into social justice projects. There’s so much inequity in the world, and while technology isn’t a one-stop solution, it can shine a light on those issues and help bridge gaps for folks who lack access to certain resources.

There’s so much inequity in the world, and while technology isn’t a one-stop solution, it can shine a light on those issues and help bridge gaps for folks who lack access to certain resources.

Robin: Fast forward a few years, and Affinity Bridge became a B Corp. Why did you decide to pursue that certification?

Mack: The better question is why we didn’t do it sooner! I watched the B Corp movement grow and always felt our values aligned closely with its goals. It took a while to build the internal capacity and organization to go through the process, but once we were ready, we jumped in.
Becoming a B Corp formalized our values. A lot of what we did was “oral tradition,” but as part of the certification, we documented everything—our policies, anti-corruption guidelines, HR practices—and even became  a benefit corporation in BC. This means that our incorporation documents state that our reason for being is to make an impact. That shifted our approach in a meaningful way.

Robin: Have you noticed any tangible benefits since completing the certification?

Mack: Absolutely. It’s reassuring for potential clients to see the B Corp logo because it signals we’re serious about social and environmental responsibility. Plenty of businesses say they operate according to their values, but B Corp status is that extra layer of proof. It shows we’ve gone through a rigorous assessment and keep those standards alive in our day-to-day work.

Robin: Was it a lot of work?

Mack: It’s definitely not a “pay the fee and you’re done” situation. The process took us over a year, and we worked with consultants who guided us through the intricacies of a digital agency model. You’re evaluated in five categories—governance, workers, community, environment, and customers—and you recertify every three years. The B Corp standard itself also evolves, which keeps things relevant. We’re always striving to match or exceed those criteria.

Robin: Do you have any advice for organizations considering B Corp certification?

Mack: Take the time to get crystal clear on your values and why you want the certification. It can help you refine how you talk about your mission, but it’s also a big commitment. Ultimately, though, I believe it’s worth it—for your own clarity, for attracting the right clients, and for strengthening your team culture.

Robin: Any final thoughts?

Mack: Only that I’m proud of what we’ve built together. And I’m happy to see how B Corp certification helps us reinforce and communicate the values we’ve held from day one.

Robin: Thanks so much, Mack. I really enjoyed hearing the deeper story of why you started Affinity Bridge and why we’re aligned with the B Corp movement.

We hope you’ve enjoyed this glimpse into the motivations and values that shape Affinity Bridge. As Mack mentioned, we believe that by codifying our commitment to social and environmental responsibility, we create a stronger foundation for the work we do—both for our clients and the communities we serve. If you’d like to learn more about our B Corp journey or discuss ways we can collaborate on your next project, feel free to get in touch.