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Friday 5
Channelling sustainability
14 March, 2025
Not all publicity has been good publicity for B Corp lately, with critics questioning the sustainability certification scheme’s relevance and impact and some companies choosing to opt out entirely, as we wrote about last month. But while it’s easy to get lost in the noise, B Corp remains a powerful badge for businesses serious about social and environmental responsibility and the certification process is systematic and robust.
For companies walking the talk, this certification isn’t just a feel-good label – it can also bring real, tangible benefits. According to recent data, between 2023 and 2024 small B Corp-certified businesses saw a 23% boost in revenues compared to their non-certified rivals. That’s not just good karma; it’s good business. When sustainability meets profitability, it’s a win-win.
And now there’s another win for B Corps: Channel 4 has launched a brilliant promotion offering free advertising to B Corp-certified businesses. Through their “Business for Good” initiative, Channel 4 is giving these companies the chance to shine on a major platform with advertising airtime worth £120,000. If you’re a small to medium-sized B Corp with a revenue of at least £500,000 and haven’t aired an ad on TV since 2022, apply before April 11th for a chance to be one of five companies selected.
With this initiative, Channel 4 isn’t just promoting ethical businesses; they’re also making it easier for consumers to find them. For B Corps, it’s the kind of exposure that could turn a good business model into great business success. This is one ad break you aren’t going to want to miss.
By Louise Podmore