B Corp is more than a certification – it’s a growing global movement of businesses redefining what success looks like. Rather than chasing profit at all costs, B Corps commit to balancing purpose with performance, measuring their impact not just in financial terms, but by how they treat people and the planet.
Today, there are over 9,500 globally, spanning 160+ industries. In Europe alone, 2,125 companies (excluding the UK) are now certified – a 24% increase in just the past year! That growth signals a powerful shift: more and more businesses are stepping up to meet higher standards of accountability, transparency, and environmental and social impact. And the public is noticing – brand recognition of the B Corp mark in Europe jumped from 15 percent to 23.8 percent in the last year, with standout growth in countries like Denmark, Ireland, and Spain.
THINKHOUSE is a youth-focused creative marketing agency driven by the belief that brands can be powerful drivers of positive change. We became a certified B Corp in 2023 as part of our commitment to building a more just, inclusive, and sustainable world. For us, B Corp isn’t just a certification; it’s a living framework that challenges us to continuously evolve how we work, who we work with, and the impact we have.
It holds us accountable to the values that have always been at the heart of our culture: creativity, courage, and care. In addition to B Corp, we’re also: a Government of Ireland Sustainable Development Goals Champion 2024-2025, a partner to Purpose Disruptors, and a Clean Creatives pledged agency. It’s no secret that B Corp has been under fire lately – from criticisms about large multinationals gaining certification to concerns over inconsistent standards and perceived greenwashing.
It’s fair—and necessary—to interrogate any system claiming to shape a better future. But what’s often missed in these critiques is the deeper value of what B Corp represents: a global community of businesses committed to collectively redesigning an outdated economic system. At its core, B Corp is about embedding purpose into the DNA of business. It’s not a badge for perfection; it’s a framework for progress. It’s about accountability, transparency, and using business as a force for good, not just in theory, but in practice, every day. Becoming a B Corp doesn’t mean a company is flawless; it means it’s trying to work in service of an alternative vision. And that matters – especially as the movement grows.
So why should someone skeptical of corporate virtue-signalling take B Corp seriously?
1. It’s one of the world’s most rigorous business sustainability standards
B Corp certification sets a high bar for verified social and environmental performance, public transparency, and legal accountability. While self-assessment is part of the process, every company must back up its claims with documentation and data that is then reviewed and scored by B Lab. This independent review ensures that certified companies meet strict criteria rather than simply vouching for themselves. Moreover, each company is reassessed every few years, and the standards evolve, raising the bar and encouraging continuous improvement.
2. It’s legally binding
Certified companies shift their legal structure to consider the impact of their decisions on all stakeholders, not just shareholders. It’s a commitment written into governance, not just marketing decks, that rewrites the rules of success by broadening a business’ understanding of value.
3. It’s community-powered, not top-down
While critics often focus on high-profile names, the movement is driven by a diverse ecosystem of independent, mission-led businesses—from values-led startups to design studios, consultancies, food producers, media platforms, and cultural change agents across sectors.
4. It’s a living framework, not a static label
The B Corp framework is evolving in real time, with its standards under active review to respond to calls for greater credibility and consistency. It’s a movement that’s open to being challenged and shaped over time.
5. It unlocks powerful partnerships
The global B Corp network offers a powerful platform for shared learning and collective storytelling. In an often fragmented media and business landscape, this is rare—and valuable. We were originally inspired to explore B Corp through working with clients like Ben & Jerry’s and Innocent Drinks!
Final thoughts – Why B Corp matters in the world of marketing and communications
As marketers and cultural strategists, we sit at the intersection of storytelling, systems, and behaviour change. Our work doesn’t just reflect the world—it helps shape it. B Corp provides a framework that invites us to use our skills in service of something bigger: reimagining value, rebuilding trust, and reorienting growth around human and planetary wellbeing.
It’s about shifting the narrative of what business should and can be. It’s about aligning our creative and strategic work with businesses that want to be brave enough to go beyond business-as-usual. When members of the growing B Corp community come together, you can feel it—the urgency, the ambition, the belief that business can and must do better. It’s not just talk – it’s action, it’s accountability.
BCorp represents a new kind of leadership rooted in collaboration, not competition. As the late, great Ruth Bader Ginsburg said: “Fight for the things that you care about, but do it in a way that will lead others to join you.” That’s the heart of the B Corp movement: bringing people with you. Redesigning systems together. In an era defined by crisis and complexity, this kind of purposeful, collective action from the business sector isn’t just inspiring – it’s essential.
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