Beyond the badge: how valuable is your B Corp status in an age of cynicism?  

The age of cynicism

“It is just a sales pitch,” said a not-so-helpful Mumsnet community member, in response to an honest request for advice on responsible grocery shopping, “I wouldn’t bother with the B Corp crap.” 

Ok, so Mumsnet threads are not always the most inspiring places to spend your time. But they do provide a pretty accurate temperature check on what society at large is thinking and feeling – a good place to start if you’re a strategist happily bumbling along in a Millennial-London bubble. 

The truth is, outside of the bubble, there’s a lot of cynicism out there about purpose-led brands. 

To B Corp, or not to B Corp?

According to Kantar, over half of consumers report being misled by brands’ false information about sustainability. The think tank Demos has similarly found that 63% of consumers who prioritise ethical shopping, do not trust the claims their brands are making. And according to Vypr, of 69% of consumers who are familiar with the B Corp label, only 4% actively seek out B Corp brands.

(Anecdotally, I’ve also recently heard the habit of putting ‘B Corp’ in LinkedIn names referred to as obnoxious, but let’s leave that there given Boldspace’s position on things…) 

As we emerge on the far side of B Corp month, the time might be now to assess the value of the B Corp badge.

What does ‘B Corp’ really mean?

B Corp companies are certified based on an assessment of their governance, treatment of employees, care for the community, sustainability commitments, and customer service and communication. It is a great thing to have, and not easy to earn.

And for those that do, the rewards play out internally as much as externally. Thom Elliot, Co-Founder of B Corp Pizza Pilgrims, explains it well: “It’s been so, so valuable to have an organisation essentially create a framework for what good looks like… basically, how to be a better business. We’ve found it an incredibly useful way to get everyone in the company aligned.”

But what of the opportunity to leverage your B Corp status with potential customers? In an age of cynicism, this is trickier. And it’s one of the many ambitions of B Corp month.

Is B Corp right for my brand?

If you’re already in the camp of seeing B Corps as ever-so-slightly on the obnoxious side, B Corp month probably isn’t for you. Celebrated in March, the month has been marked variously by daily homepage features in The Guardian; by a mural showcasing the UK’s favourite B Corps in Manchester; by a Channel 4 advertising competition; and by a conference of 50+ B Corp leaders in Cornwall (which I’ve heard included surfing with Finisterre, and sustenance of zero-mile mushroom risotto). 

It’s easy to see how a cynic might view the whole thing as a self-aggrandising marketing ploy. 

And here lies the challenge. When B Corps make noise about their ethical status, backs go up. Yet almost by definition, purpose-led brands have to work harder to capture their audiences’ attention and imagination. Often, they’re asking customers to make a compromise when buying a product or service that’s more ethical, sustainable, or positively impactful. This choice is likely to be slightly more expensive or slightly less convenient. Brands need to make noise to show why it’s worth it. 

The ‘B Corp’ badge is a platform that helps them do this. But where it falls down is when audiences see only the label, and not the substance that sits behind it. Amidst marketing hype and B Corp buzz, it can be difficult for audiences to grasp what the certification really means. 

Celebrating your brand purpose

With awareness of B Corps still relatively low, and cynicism high, there is a risk that the label will be seen as no more than a ‘sales pitch’ if brands don’t talk about why and how they’ve earned it. This means celebrating your purpose and your action – and not just your status. 

Only by showing what you’re doing (in Boldpsace’s case, sharing profits fairly, championing inclusivity, travelling responsibly, and somewhat inconveniently, restricting access to the printer), can you really get your audiences interested in your purpose.  Of course, brands should wear their B Corp badge with pride. Use it as a powerful internal framework. Think of it as a mandate to continue to do good business. But in marketing terms, its power lies in the actions it represents, not the status it accords.

If brands are to create marketing value out of their B Corp certification, they must demonstrate why they have it, what it means, and why their customers should care. 

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To hear more on the topic, join us at our upcoming event on Wednesday 7th May 2025 Make them care: How to build a brand into a cause with industry leaders in purpose marketing from parkrun, Abel & Cole, and Wolf & Badger.

RSVP to events@boldspace.com to reserve a space.