B Lab, the non-profit behind the B Corp certification, seeks to transform the global economy to one that benefits all people, communities and the environment. The awareness of the B Corp brand is thus critical for B Lab in achieving this mission.
Over the past 18 years, the B Corp movement has grown to include 9,350 companies in 105 countries and 162 different industries to date and the awareness of the B Corp band has grown in tandem. With the younger generations leading the charts, B Lab's global study shows that 1 our of 4 consumers have heard of B Corps.
This new report on B Corps brand awareness, provides additional detail and insights on how this awareness is cultivated, what factors influence its growth and how it impacts behavior.
Key takeaways from the report include:
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: The more B Corps there are in a region, the greater the awareness of the brand. This makes intuitive sense but 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 can boost brand visibility and consumer engagement. Such collaborations can foster a sense of community and shared purpose that resonates with consumers.
Source: B Lab, 2024
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