B Corp brand awareness is strong, and growing
The B Corp brand is a powerful tool, bolstered by the growing size and reach of the B Corp community and shifting consumer expectations. Across regions surveyed, B Lab’s studies show that 1 in 4 consumers have now heard of B Corps, with younger generations leading the charge.
As a nonprofit seeking to catalyze broader changes in the economic system, B Lab sees awareness of the B Corp brand as a key asset to achieve our mission: it allows us to mobilize business leaders, influence policymakers, and galvanize consumers to demand more from the businesses they support, ultimately creating an economy where all businesses behave like B Corps.
So, what’s fueling this interest? Here are some key takeaways from the report:
Gen Z is leading the way: Younger audiences are more aware of B Corps than their older counterparts. For example, half of Americans aged 25 and younger are now familiar with B Corps. Globally, those under 40 consistently demonstrate greater awareness, signaling a generational shift in values and purchasing behaviors.
Strength in numbers: It turns out that the more B Corps in a region, the greater the awareness of the brand. It’s a powerful reminder that every new B Corp adds to the movement’s collective impact, creating a ripple effect that benefits the entire community.
Influencing consumer behavior: The data reveals a strong correlation between awareness of the B Corp brand and purchasing decisions. Consumers who recognize the B Corp certification are significantly more likely to purchase from certified businesses, illustrating the direct impact of awareness on sales.
The power of community: Case studies within the report showcase how collaborative efforts among B Corps—such as joint marketing campaigns or community events—can boost brand visibility and consumer engagement. Such collaborations can foster a sense of community and shared purpose that resonates with consumers.
As awareness continues to grow, businesses must rise to meet the heightened expectations of consumers—especially younger generations—who demand greater accountability and transparency. By being a part of the B Corp community, companies can not only enhance their brand reputation but also drive meaningful change in the marketplace.
Dive into our latest report to uncover which factors fuel awareness and discover how B Corps are harnessing these trends to drive their own brand relevance, sales, and impact.