16 October, 2026

Big news for SURI, Holy Moly Dips Ltd, Klyk, Faith In Nature and TOTM, the five B Corps who made their TV advertising debut during the Great Celebrity Pottery Throw Down. This is after winning a new Channel 4 competition designed to put purpose-led businesses in front of a much bigger audience. It’s great to see a collaboration which feels so naturally win-win (win). With the chosen B Corp businesses rewarded for their loyalty and performance, for B Lab it’s about making sure the accreditation stands out among many possible sustainability claims for consumers, and for Channel 4, it is a visible commitment to supporting better business.

This feels like the perfect move from B Lab to go alongside their toughening requirements within the accreditation itself, as the new standards launch. As the criteria for certification become more stringent, the higher bar means fewer companies may be motivated to apply. Increasing the awareness and prestige through initiatives such as this one may go some way to address that. After all, if the badge becomes more desirable, companies are more likely to put in the effort needed to earn it.

It’s great to see the badge’s standards continuing to improve, asking more of members, while B Corp is also working to drive greater mainstream awareness. As a B Corp ourselves, we are a big supporter of the certification, and always happy to see it getting the profile it deserves. If you want to have a chat about what it would mean for your business, get in touch at Friday5@good.business!

By Anna Heis