20 Years In: B Corp Brand Awareness in 2025

As we celebrate 20 years of the B Corp™ movement, the data tells a compelling story about continued growth and awareness of the B Corp brand in the United States and Canada. This milestone celebration coincides with the release of takeaways from our fifth consecutive B Corp brand awareness survey in this region. Fors Marsh, a Certified B Corporation™, conducted the survey and fielded responses from 2,135 respondents in late 2025.

B Corp brand awareness has remained largely stable over time. In 2025, aggregate consumer awareness of B Corp Certification in the U.S. and Canada was 40% (compared to 37% in 2024 and 36% in 2023). Awareness is only one part of the story, and some of the most interesting insights show that consumers have more trust and understanding in the B Corp brand than ever before.

Trust and Rigor Remain Strong

Trust and perceptions of rigor for B Corp Certification remain high, serving as positive indicators of consumer sentiment. Notably, the proportion of adults reporting a lot or a very high level of trust significantly increased from 44% in 2024 to 50% in 2025. Among adults familiar with B Corp Certification, nearly three out of five adults said the certification is very or extremely rigorous.

Understanding Is Increasing

Understanding of the B Corp Certification is improving, with more than half of adults who were aware of the certification reporting that they were knowledgeable about it. Among adults who were aware of the B Corp Certification, most associated the certification with environmental practices, and an increasing number also associated it with social practices. As we transition onto the new B Lab™ Standards, we have an opportunity to communicate more clearly with consumers about what it really means to be a Certified B Corp.

Brand Loyalty Stands Out

The B Corp brand effectively converts awareness into behavior. 78% of adults who were aware of B Corp Certification indicated that they were interested in purchasing from B Corp brands. In addition to purchasing behavior, adults who were aware of the certification were likely to:

• Believe that B Corps are making a positive impact
• Recommend B Corp products to others and to seek them out for themselves
• Express interest in working at B Corps 

Further, among adults who recalled purchasing from a B Corp, almost two-thirds reported seeking out the certification when making purchasing decisions.

Key Takeaways

While we reflect on two decades of community, we are also looking forward and setting goals for the next 20 years. And one of those goals is to ensure more people will come to know, recognize, and understand the meaning behind the B Corp brand. Here’s how your B Corp can contribute to that:

• Display the logo proudly: Especially on packaging and in stores. When consumers were asked where they recall seeing the B Corp name or logo, 45% reported seeing it on product packaging. This is the highest source of recall for consumers. In case you missed it, B Lab recently updated the B Corp Brand Guidelines and the way the B Corp logo is used. Be a part of building brand awareness by using the logo prominently and following the updated guidelines. 
• Mobilize around major moments: Contribute to the collective voice of this global community. You can do this by participating in annual campaigns like B Corp Month (every year in March) and milestones like the current 20th Anniversary communications. Unified storytelling helps our message go farther. 
• Partner with B Corps: We’re all about community and collective action. Partnerships can help brands reach new audiences. Look for opportunities to partner with fellow B Corps on collaborative products, co-branded digital content, giveaways, and more.