By Daisy Cullerton
For the most part, what’s written on product labels—whether it’s shampoo, clothing, or chocolate—is complete jargon, packed with ingredients, materials, and terms only a scientist could truly understand. But there is one thing everyone should keep an eye out for, especially those wanting to make more socially and environmentally responsible purchasing decisions: the B Corp certification.
Usually found next to the barcode or displayed like a badge of honour on a brand’s website, the capital B tells you that the product you’re buying comes from a B Corp-certified company. But what does this actually mean? Why is it so important for more people to recognise this little logo when they shop? And how does it empower consumers to make better-informed choices?
What Is A B Corp?
The B Corp logo signals that a company has been verified by B Lab, a non-profit organisation. This certification is awarded to businesses that meet B Lab’s rigorous standards for social and environmental performance.
Introduced in 2006 by three American entrepreneurs—Jay Coen Gilbert, Bart Houlahan, and Andrew Kassoy—who shared a desire to create a better world of business, the number of certified B Corps has grown from an initial 82 to an impressive 9,900 globally, spanning 105 countries, 160 industries, and employing over 989,000 workers.
To achieve certification, businesses must complete the B Impact Assessment, earning a minimum of 80 points across five key areas: governance, workers, customers, community, and the environment. They must also meet the B Corp legal requirements, after which they can sign the B Corp Agreement and the Declaration of Interdependence, which states that “all business ought to be conducted as if people and place matter.”
With accusations of greenwashing on the rise—for example, Shout Out UK reported in 2024 that four in ten large UK businesses misled consumers about the environmental impact of their products or services—this multi-step process ensures that only those truly worthy of certification achieve it. Importantly, businesses must also re-certify and improve their scores every three years, proving their continued commitment.
How Does the B Corp Logo Empower Consumers?
As a symbol of a company’s commitment to social and environmental responsibility, the B Corp logo empowers consumers by making it easy to identify businesses that align with their values.
Let’s face it—not everyone has the time or capacity to research the social and environmental background of every company. That’s why the B Corp logo is so valuable: it’s accessible, offering consumers a quick way to feel confident about the environmental and social consequences of their purchases.
That being said, it’s important to note that choosing to avoid certain brands because they don’t fit your belief system is still a privilege not everyone can afford. No one should be shamed for taking longer than others to make more conscious purchasing decisions.
UK B Corps To Consider
In the UK, B Corps include leading retailers such as Waitrose, Ocado, and Boots, offering a promising indication of a more eco-friendly future for business. But it’s not just big players—many smaller businesses have also achieved B Corp status.
World of Books, a pre-loved books site built on a circular business model, is a great example. In their first three years, the company scored 84.8 points; after re-certification, this rose to an impressive 102—demonstrating real dedication to improvement.
®worldofbooksofficial via Instagram
Another standout is Beauty Kitchen, a natural and sustainable skincare brand stocked in retailers like Holland & Barrett, Planet Organic, and Feel Unique. Beauty Kitchen is not only a proud B Corp but is also accredited by the Vegan Society and Leaping Bunny—the gold standard against animal testing. Sustainability isn’t a side project for them—it’s at the heart of their business. All products are made in the UK using sustainably sourced ingredients with no microplastics. On top of this, 2% of every sale is donated to sustainable charity partners, truly living up to their motto: “Beauty That Gives Back.”
Then there’s Who Gives A Crap UK, an online eco-friendly toilet paper, kitchen towel, and tissue company known for its cheeky and eccentric marketing. After learning that one million trees are cut down every day to make toilet paper, they set out to create rolls made from recycled fibres and bamboo. But they didn’t stop there—Who Gives A Crap donates a huge 50% of profits to ensure everyone, everywhere, has access to clean water and a toilet within their lifetime.
®whogivesacraptp via Instagram
Thanks to the likes of Lily’s Kitchen, it’s also possible for pet owners to make more sustainable choices. As a B Corp-certified supplier of dog and cat food, the brand works hard to understand its carbon footprint—or should we say, carbon pawprint—publishing a yearly impact report. Lily’s Kitchen has also worked in the past with TerraCycle, a global leader in hard-to-recycle materials, to offer a free recycling programme for its packaging—helping prevent it from ending up in landfill.
So, will you be looking out for the B Corp logo next time you shop?
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