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