B Corp Brand Awareness in 2024

For the fourth time in five years, Certified B Corporation™ Fors Marsh collaborated with B Lab U.S. & Canada to conduct a survey to measure consumer and job-seeker awareness of B Corp™ Certification in the United States and Canada. Fors Marsh fielded responses from over 2,200 respondents in late 2024.

This most recent survey highlighted a variety of insights that showcase positive sentiment towards the B Corp brand. Overall brand awareness in our region remained stable at 37% (compared to 36% in 2023). 

The quick snapshot is that consumers are even more likely to look for the B Corp logo when buying and associate B Corps with high rigor, high trust, and positive benefits for employees. 

Knowledge and perceptions of rigor have increased for B Corp Certification

Adults who were aware of B Corp Certification reported being more knowledgeable about it than in 2023, which indicates that we are reaching beyond awareness to foster a deeper understanding of the movement among consumers. 

Perceptions of B Corp Certification rigor also increased and reached new heights in 2024. Fifty-seven percent of adults aware of the certification believed it is very or extremely rigorous, up 7% from 2023. 86% of adults aware of B Corp Certification reported some, a lot, or very high levels of trust in it. B Lab recently released new standards, which raise the bar for certification and provide a strong foundation for rigor and trust to continue growing.

Percentage of adults who have some-to-very high trust in B Corp Certification.

Percentage of adults who believe that B Corp Certification is very or extremely rigorous.

Consumers look for the B Corp logo when buying 

Consumers are even more likely than in 2023 to look for B Corp products or services when buying. Of those who recalled purchasing from a B Corp, 60% reported seeking out the certification when making purchasing decisions, up from 49% in 2023. 

Consumers are more likely to seek out B Corp Certification when purchasing.

Additionally, 50% of consumers who were aware of certification also shared that they would be willing to switch to a B Corp product or service over a non-B Corp.

People associate B Corps with good jobs

Certified B Corporations have become well-known for their positive impact on employees. In this survey’s findings, most adults perceived B Corps as prioritizing providing a living wage, their employees, and fair business practices. The percentage of adults who reported perceiving B Corps treating their employees better than non-B Corps as a reason to purchase from them increased from 53% in 2023 to 57% in 2024.

Percentage of adults who reported better employee treatment as a reason to buy from B Corps.

Let’s Work Together to Increase Awareness

Consumers and job seekers have a good and positive understanding of what B Corps stand for. As the B Corp movement continues to grow, we expect brand awareness to do the same. 

Here’s how your B Corp can contribute to increasing brand awareness in the United States and Canada:

• Share about your certification! Use major moments like recertification and B Corp Month (every March) as opportunities to educate your customers, clients, suppliers, and partners about what it means to be a B Corp and why it makes a difference for your business. 
• Use the logo proudly—you earned it. Most adults surveyed reported seeing the B Corp logo on a product, social media, or a website. Brush up on the Brand Guidelines and display the B on packaging, in your office, and at trade shows and events. 
• Stand out to prospective employees and customers by incorporating your impactful worker practices and policies into your storytelling.

Want to learn more about B Corp brand awareness trends around the world? Check out this Global Brand Insights Report from B Lab that includes findings from our 2023 survey.