New data finds that more than half (51%) of the UK public are aware of B Corp Certification (heard of B Corp or seen the B Corp logo), representing the highest recognition of any country surveyed worldwide and marking a dramatic increase from 34% in 2022.
The research, a survey of 1,791 UK adults weighted to represent the UK population, was conducted by B Corp research agency Fors Marsh and highlights the accelerating momentum and impact of the B Corp movement in the UK.
At a time when progress is at risk of stalling and consumers have reason to scrutinise corporate claims, the data reveals that the public are increasingly looking for proof, not promises from brands.
About two-thirds (63%) of the public actively use certifications to help them make decisions about which businesses to buy from and work for – a jump from 58% in 2023 and 56% in 2022.
This reflects wider UK public opinion, with 74% of respondents believing consumers can impact environmental sustainability through their purchases, and 65% feeling the same about social change.
B Lab UK, the charity behind the rapidly growing community of over 2,500 UK B Corps, is on a mission to redefine the role of business in society so that it is a force for good for people and the planet alongside profit.
Major UK B Corp certified brands include Giffgaff, innocent drinks, Too Good To Go and ELEMIS.
Testament to B Lab UK’s nationwide approach to community growth, with B Corps operating in every part of the country and 18 B Locals driving community-led engagement, awareness of B Corp has risen across all regions in England.
- London leads with 70%
- South West: 57%
- North West: 53%
- North East: 52%
- South East: 49%
- East Midlands: 48%
- Yorkshire and the Humber, West Midlands and East of England: 46%
- In Scotland, awareness stands at 45%, Wales at 38% and Northern Ireland at%
Younger demographics have particularly strong awareness, with recognition peaking at 63% among 25-34 year olds and 61% for those aged 35-44.
Efforts from the B Corp community to proudly champion and promote their certification is paying off. Those aware of B Corp reported seeing the logo or hearing the term “B Corp” across multiple touchpoints including products (45%), company websites or blogs (34%), social media (31%), in advertising (30%) and in shops (26%), followed by on the news/in the media (25%).
The findings also reveal support for B Corps’ approach to business. After learning more about certification, 66% of people think the government should encourage all companies to behave like B Corps, and 62% are interested in purchasing from them.
When respondents self-reported their knowledge of B Corp Certification, 58% sit within the mid range of ‘some knowledge’, with 15% reporting ‘extremely knowledgeable’.
As seen in previous surveys, there’s a common perception that B Corp Certification evaluates “environmental practices” (84%) versus combined “social and environmental practices” (47%).
Despite some knowledge gaps, trust and sentiment towards B Corp remain solid as awareness has grown. 80% of respondents aware of B Corp reported “some”, “a lot” or “a very high level” of trust in the certification, and 50% believe the standards to be very rigorous or extremely rigorous.
While 26% felt more favourably towards B Corp, just 3% felt less favourably, and 70% recorded no change compared to 6 months ago.
The findings come as B Lab launches new standards for B Corp Certification, which will see all B Corps meet minimum requirements across seven critical Impact Topics, including Climate Action, Fair Work and Government Affairs & Collective Action.
These renewed requirements will raise the bar for business impact and make the definition of what it means to be a B Corp clearer than ever before.
Rosalind Holley, director of communications, campaigns and marketing at B Lab UK, said: “It’s great to see that, in an era where consumers have reason to scrutinise corporate claims, the B Corp movement has achieved genuine public recognition and trust.
“This major increase in awareness reflects not just our community’s efforts but a fundamental shift in how consumers interact with and evaluate businesses.
“As we launch new, more rigorous standards for B Corp Certification, we’re looking forward to working with our community to continue building understanding of what it means to use business as a force for good in society today.”
