When a fast-fashion brand like Princess Polly scores higher on the B Impact Assessment than a circular pioneer like MUD Jeans, you can’t help but think: what’s going on here? Add Nespresso and bol.com flashing their B Corp logos, and it’s no wonder people are calling foul. Has B Corp lost the plot?
Short answer? Yes for a while, it did. The old B Corp model was too forgiving. You could score sky-high on internal policies and HR practices, while turning a blind eye to what really matters, your supply chain. In fashion, where 80–90% of the impact happens far from the boardroom, that’s a problem. But here’s the plot twist: B Lab listened. And now, the rules have changed. In 2025, B Lab launched a completely overhauled standard that kicks in from 2026, for everyone. These changes aren’t tweak, they’re a shake-up:
This is a wake-up call for companies using the B Corp logo as a feel-good marketing tool. Because now, the pressure’s real.
And that’s a good thing.
We can’t transform business if we only welcome the squeaky-clean pioneers. Real change happens when the big players step up, and are held to account. The new B Corp standard does exactly that.
So no, we’re not clapping for every certification. But we’re also not throwing out the only global framework that combines transparency, independent scrutiny, and built-in pressure to improve.
At RethinkRebels, we don’t guide clients to B Corp for the logo. We do it because it forces companies to stretch, rethink, and prove they’re serious.
B Corp 1.0 had flaws. B Corp 2.0 is tougher, sharper, and exactly what we need.
Let’s hold it, and the companies that carry it, to that higher standard.
Short answer? Yes for a while, it did. The old B Corp model was too forgiving. You could score sky-high on internal policies and HR practices, while turning a blind eye to what really matters, your supply chain. In fashion, where 80–90% of the impact happens far from the boardroom, that’s a problem. But here’s the plot twist: B Lab listened. And now, the rules have changed. In 2025, B Lab launched a completely overhauled standard that kicks in from 2026, for everyone. These changes aren’t tweak, they’re a shake-up:
- No more balancing acts: companies must hit minimum thresholds across every impact area.
- Progress is no longer optional, it’s baked in. Year 3 and Year 5: show improvement, or lose your badge.
- Independent third-party verification is now standard.
- Risk areas? Made public. If a company operates in controversial sectors, like fossil fuels, fast fashion, gambling, or industrial agriculture, or relies on risky supply chains or business models, that must now be disclosed on their B Corp profile. No more hiding behind vague claims or polished comms. Transparency is no longer optional.
This is a wake-up call for companies using the B Corp logo as a feel-good marketing tool. Because now, the pressure’s real.
And that’s a good thing.
We can’t transform business if we only welcome the squeaky-clean pioneers. Real change happens when the big players step up, and are held to account. The new B Corp standard does exactly that.
So no, we’re not clapping for every certification. But we’re also not throwing out the only global framework that combines transparency, independent scrutiny, and built-in pressure to improve.
At RethinkRebels, we don’t guide clients to B Corp for the logo. We do it because it forces companies to stretch, rethink, and prove they’re serious.
B Corp 1.0 had flaws. B Corp 2.0 is tougher, sharper, and exactly what we need.
Let’s hold it, and the companies that carry it, to that higher standard.