How has the awareness of B Corp certification evolved across Europe,  and what does it mean for consumers and businesses alike?

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This report by B Lab Europe, part of the Global Network driving the B Corp movement, explores how Europeans view the B Corp Certification and highlights key trends in brand recognition, consumer expectations, and communication channels.

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The findings indicate an increase in brand recognition, particularly among younger demographics, while also revealing areas where deeper understanding of certification can be strengthened. By analyzing how people encounter B Corp and what drives awareness, this study provides valuable insights to guide future engagement strategies for our movement.

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Brand recognition is increasing across Europe:

B Corp Brand Recognition grew from 15% to 23.8% (+8.8%) over the past year, with notable increases in Denmark, Ireland, and Spain. The highest growth was among the 25-34 age group (+13%), highlighting strong engagement with younger audiences.

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Sustainability and Certifications Influence Decisions:

57% of respondents say sustainability influences purchasing decisions, while 53% agree that certifications help guide their choices. Those familiar with B Corp are even more likely to prioritize impact-driven business practices when choosing where to buy or work.

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Public support for stakeholder governance continues to grow:

87.6% of respondents believe businesses should be required to consider the interest of all stakeholders in their decision making, up from 86.8% in 2023. There is growing expectation that companies take accountability for their impact on people and the planet.

• Introduction
• Results
• Case Studies
• Image
• Conclusions
• Methodology