B Corp Month 2025: What ‘Gen B’ means for business and sustainability?
Imagine a world where businesses don't just aim for profit but strive for a positive impact on society and the environment. This isn't a distant dream—it's the reality crafted by nearly 10,000 Certified B Corporations™ globally. In March 2025, B Lab's annual B Corp Month campaign shines a spotlight on 'Gen B,' celebrating companies that use business as a force for good.
The Rise of 'Gen B'
Globally, over 8,400 companies are B Corp certified, demonstrating a commitment to social and environmental responsibility. Of these, 1,750+ are based in Europe, with 375+ in the Benelux region alone.
In the UK, B Corp certification is growing rapidly, with 2400+ certified companies, including influential brands like Danone UK, giffgaff, and Good Energy.
Sustainability is becoming a defining factor in fashion, with 425+ textile and fashion brands now B Corp certified. This includes industry leaders like Patagonia, Veja, Chloé, Vestiaire Collective, GANNI, Le Nouveau Chef, O My Bag, Allbirds, and Mud Jeans—paving the way for a more responsible fashion future.
This surge reflects a global shift towards ethical business practices, with companies committing to high standards of social and environmental performance, accountability, and transparency.
Imagine a world where businesses don't just aim for profit but strive for a positive impact on society and the environment. This isn't a distant dream—it's the reality crafted by nearly 10,000 Certified B Corporations™ globally. In March 2025, B Lab's annual B Corp Month campaign shines a spotlight on 'Gen B,' celebrating companies that use business as a force for good.
The Rise of 'Gen B'
Globally, over 8,400 companies are B Corp certified, demonstrating a commitment to social and environmental responsibility. Of these, 1,750+ are based in Europe, with 375+ in the Benelux region alone.
In the UK, B Corp certification is growing rapidly, with 2400+ certified companies, including influential brands like Danone UK, giffgaff, and Good Energy.
Sustainability is becoming a defining factor in fashion, with 425+ textile and fashion brands now B Corp certified. This includes industry leaders like Patagonia, Veja, Chloé, Vestiaire Collective, GANNI, Le Nouveau Chef, O My Bag, Allbirds, and Mud Jeans—paving the way for a more responsible fashion future.
This surge reflects a global shift towards ethical business practices, with companies committing to high standards of social and environmental performance, accountability, and transparency.
Innovative collaborations
This year's B Corp Month(March) features unique partnerships that amplify the movement's message. The Guardian has teamed up with B Lab UK for a daily advertising takeover on its homepage, showcasing various B Corps and educating readers about the significance of B Corp certification.
Featured companies include Tilda, Good Energy, giffgaff, Danone, and Zest, highlighting the diverse range of businesses committed to ethical operations.
More scrutiny news
An article in the Dutch newspaper Algemeen Dagblad (AD, see below - Source 1) discusses concerns around the B Corp certification, raising the question of whether it has become diluted now that multinationals—some of which are considered highly polluting—are also being certified. Originally intended for businesses genuinely committed to positive impact, the certification is now being criticized as potentially enabling greenwashing.
Companies like Oxious (recognized as a "Best for the World 2022 B Corp") have already left the B Corp community, citing concerns that large corporations are increasingly using the certification primarily as a marketing tool, creating an impression that they've fully achieved sustainability goals when they may not have.
Entrepreneur Esther Smit (Oxious) described feeling out of place within the B Corp community, stating:
"B Corp is becoming a marketing tool for big brands. They launch massive campaigns around the certification as if they’ve already reached their sustainability goals. I no longer feel comfortable in this situation." (source 2)
I was also quoted:
"Sustainability consultant Rachel Cannegieter has a more positive perspective, as she indicated when answering my question via LinkedIn. According to Cannegieter, the certification process encourages companies to evaluate and improve their operations. Plus, a genuinely sustainable product only sells well if you tell its story effectively—and a label like B Corp can help with that. B Lab will introduce a new approach in 2027, but until then, I'd say: continue to do your own research."
Source 1: https://www.trouw.nl/tijdgeest/wat-zegt-een-certificaat-over-duurzame-kleding~ba623bc0/
(By Anna Roos)
Source 2: https://www.ad.nl/economie/albert-heijn-nespresso-en-bol-allen-hebben-ze-label-voor-duurzaamheid-klopt-dat-nog-wel~a88bd2c5/?referrer=https%3A%2F%2Fwww.google.com%
This decision underscores the ongoing debate about the rigor and authenticity of certifications within the movement.
This year's B Corp Month(March) features unique partnerships that amplify the movement's message. The Guardian has teamed up with B Lab UK for a daily advertising takeover on its homepage, showcasing various B Corps and educating readers about the significance of B Corp certification.
Featured companies include Tilda, Good Energy, giffgaff, Danone, and Zest, highlighting the diverse range of businesses committed to ethical operations.
More scrutiny news
An article in the Dutch newspaper Algemeen Dagblad (AD, see below - Source 1) discusses concerns around the B Corp certification, raising the question of whether it has become diluted now that multinationals—some of which are considered highly polluting—are also being certified. Originally intended for businesses genuinely committed to positive impact, the certification is now being criticized as potentially enabling greenwashing.
Companies like Oxious (recognized as a "Best for the World 2022 B Corp") have already left the B Corp community, citing concerns that large corporations are increasingly using the certification primarily as a marketing tool, creating an impression that they've fully achieved sustainability goals when they may not have.
Entrepreneur Esther Smit (Oxious) described feeling out of place within the B Corp community, stating:
"B Corp is becoming a marketing tool for big brands. They launch massive campaigns around the certification as if they’ve already reached their sustainability goals. I no longer feel comfortable in this situation." (source 2)
I was also quoted:
"Sustainability consultant Rachel Cannegieter has a more positive perspective, as she indicated when answering my question via LinkedIn. According to Cannegieter, the certification process encourages companies to evaluate and improve their operations. Plus, a genuinely sustainable product only sells well if you tell its story effectively—and a label like B Corp can help with that. B Lab will introduce a new approach in 2027, but until then, I'd say: continue to do your own research."
Source 1: https://www.trouw.nl/tijdgeest/wat-zegt-een-certificaat-over-duurzame-kleding~ba623bc0/
(By Anna Roos)
Source 2: https://www.ad.nl/economie/albert-heijn-nespresso-en-bol-allen-hebben-ze-label-voor-duurzaamheid-klopt-dat-nog-wel~a88bd2c5/?referrer=https%3A%2F%2Fwww.google.com%
This decision underscores the ongoing debate about the rigor and authenticity of certifications within the movement.
B Corps leading by example
Several B Corp-certified fashion brands are setting the standard for sustainability and responsible business practices:
Veja – The French sneaker brand pioneers ethical production, using organic cotton, wild rubber, and innovative bio-based materials to reduce its environmental impact.
Chloé – The first luxury fashion house to achieve B Corp certification, Chloé integrates lower-impact materials, fair wages, and circular fashion initiatives into its business model.
Vestiaire Collective – A leader in the resale revolution, this platform extends the life of clothing, reduces textile waste, and promotes circular fashion worldwide.
O My Bag – This Amsterdam-based brand creates eco-friendly leather bags while ensuring fair wages and ethical working conditions for artisans.
Mud Jeans – A pioneer in circular denim, Mud Jeans offers a lease-a-jean model, allowing customers to return their old jeans for recycling into new pairs, reducing waste.
These brands are proving that fashion and sustainability can go hand in hand, paving the way for a more responsible industry.
The B Corp movement's influence extends beyond individual companies. It challenges traditional business models by emphasizing stakeholder value over shareholder profit, advocating for an inclusive and regenerative economy. This paradigm shift encourages businesses worldwide to reassess their impact on society and the environment.
As B Corp Month 2025 unfolds, it's an opportune time for consumers and businesses alike to reflect on their roles in fostering a sustainable future. Supporting B Corps means endorsing companies that prioritize the well-being of people and the planet. For businesses, pursuing B Corp certification offers a framework to measure and improve their impact, aligning profit with purpose.
Are you ready to be part of 'Gen B' and contribute to a more equitable and sustainable world? The change starts with us.
The B Corp standards are changing dramatically:
In January 2026, the certification requirements will expand from 5 to 10 topics, making the process significantly more challenging. If you've been considering becoming a B Corp, now is your moment!
Certify before these tougher standards take effect and join the movement while it's still relatively straightforward.
At RethinkRebels, we understand that navigating the B Corp certification process can feel overwhelming. That’s why we offer hands-on, expert guidance tailored to your business needs. Whether you're just starting your sustainability journey or renewing your B Corp status, our team ensures a smooth, stress-free experience.
From conducting a thorough Gap Analysis to creating actionable roadmaps, implementing policies, and managing deadlines, we take the guesswork out of certification.
Our services provide unlimited support, strategic insights, and practical tools to help you achieve and maintain B Corp certification while making a real impact.
Let’s build a future-proof, responsible business—together! Contact us today!
Several B Corp-certified fashion brands are setting the standard for sustainability and responsible business practices:
Veja – The French sneaker brand pioneers ethical production, using organic cotton, wild rubber, and innovative bio-based materials to reduce its environmental impact.
Chloé – The first luxury fashion house to achieve B Corp certification, Chloé integrates lower-impact materials, fair wages, and circular fashion initiatives into its business model.
Vestiaire Collective – A leader in the resale revolution, this platform extends the life of clothing, reduces textile waste, and promotes circular fashion worldwide.
O My Bag – This Amsterdam-based brand creates eco-friendly leather bags while ensuring fair wages and ethical working conditions for artisans.
Mud Jeans – A pioneer in circular denim, Mud Jeans offers a lease-a-jean model, allowing customers to return their old jeans for recycling into new pairs, reducing waste.
These brands are proving that fashion and sustainability can go hand in hand, paving the way for a more responsible industry.
The B Corp movement's influence extends beyond individual companies. It challenges traditional business models by emphasizing stakeholder value over shareholder profit, advocating for an inclusive and regenerative economy. This paradigm shift encourages businesses worldwide to reassess their impact on society and the environment.
As B Corp Month 2025 unfolds, it's an opportune time for consumers and businesses alike to reflect on their roles in fostering a sustainable future. Supporting B Corps means endorsing companies that prioritize the well-being of people and the planet. For businesses, pursuing B Corp certification offers a framework to measure and improve their impact, aligning profit with purpose.
Are you ready to be part of 'Gen B' and contribute to a more equitable and sustainable world? The change starts with us.
The B Corp standards are changing dramatically:
In January 2026, the certification requirements will expand from 5 to 10 topics, making the process significantly more challenging. If you've been considering becoming a B Corp, now is your moment!
Certify before these tougher standards take effect and join the movement while it's still relatively straightforward.
At RethinkRebels, we understand that navigating the B Corp certification process can feel overwhelming. That’s why we offer hands-on, expert guidance tailored to your business needs. Whether you're just starting your sustainability journey or renewing your B Corp status, our team ensures a smooth, stress-free experience.
From conducting a thorough Gap Analysis to creating actionable roadmaps, implementing policies, and managing deadlines, we take the guesswork out of certification.
Our services provide unlimited support, strategic insights, and practical tools to help you achieve and maintain B Corp certification while making a real impact.
Let’s build a future-proof, responsible business—together! Contact us today!
Author
Rachel Cannegieter
Sustainability & Circularity Board Advisor | Fashion & ESG Expert | Founder, Circular Impact Consultancy RethinkRebels | CSRD | GRI | B Corp Leader | Driving sustainable leadership, strategic impact & lasting change.