Demystifying B Corp: A Conversation with Future Shift

In today's business landscape, sustainability isn't just a buzzword, it's becoming a core business strategy. As companies seek to demonstrate their commitment to people and planet alongside profit, B Corp certification has emerged as the gold standard. But what does the journey to certification really entail?

We sat down with the team at Future Shift, sustainability consultants who have guided over 100 businesses to successful B Corp certification, to separate fact from fiction and provide practical insights for businesses considering this transformative journey.

Beyond the Badge, What B Corp Really Means

"One of the biggest misconceptions is that B Corp certification is purely a marketing badge," explains Future Shift. In reality, it's a comprehensive assessment covering governance, environment, workers, community, and customers designed to embed sustainability into your operational DNA.

Many businesses also believe they need to be perfect before they can certify. The Future Shift team stresses that it's about progress, not perfection. Certification rewards continuous improvement, and the journey itself drives meaningful change. Read about Huckletree's journey to B corp in our impact report

Timeline Expectations: How Long Does Certification Take?

What stops businesses from reaching the finish line? According to Future Shift, data collection is often the first major hurdle: "Businesses often realise they're not tracking enough detail on areas like emissions, employee engagement, or supply chains."

Beyond that, the challenges are predictable but significant: not having enough time and not enough money to pay consultancy fees. This is precisely where specialists like Future Shift step in, offering both expertise and software solutions to streamline the process.

The Business Case: Quantifying B Corp ROI

While direct financial returns can be challenging to measure, the business case for B Corp certification is becoming increasingly compelling.

"There's growing evidence that B Corps outperform their peers in resilience and reputation," Future Shift points out. "Businesses report increased customer loyalty, stronger talent attraction and retention, and greater access to investment opportunities."

The numbers back this up. Between 2023 and 2024, small and medium-sized UK B Corps saw a 23.2% increase in turnover compared to a national increase of 16.8% for SMEs. During the same period, these businesses experienced a 9.6% increase in employee headcount, compared to a national decrease of 0.5%.

In competitive markets, certification is increasingly becoming a differentiator. In sectors like retail and hospitality, B Corp certification is increasingly seen as a 'deal winner' especially in competitive tenders.

Who's Leading the B Corp Movement?

The B Corp landscape is evolving rapidly across different sectors. "We're seeing a significant rise in certifications among service industries, particularly marketing, creative agencies, and professional services," reveals Future Shift. With 78.2% of agencies now holding a sustainability certification (up from 51.4% in 2023), B Corp is becoming a strategic advantage in these fields.

But the movement isn't limited to services, product-based industries like food, drink, and fashion are also accelerating as consumer demand for ethical, transparent supply chains increases.

The Future of B Corp

As for what's next, Future Shift predicts that "B Corp standards are becoming more rigorous, particularly around climate action, supply chain transparency, and social equity." This evolution reflects growing stakeholder expectations and the urgent need for businesses to address global challenges.

Looking ahead, "Certification is likely to demand stronger evidence of impact, not just commitments with the next evolution of the standards, relevant from January 2026 onwards."

Starting Your B Corp Journey: Three Action Steps

For businesses inspired to begin their own B Corp journey, Future Shift recommends three concrete actions:

1. Start with a B Impact Assessment (BIA): It's free and helps you understand where you stand today.

2. Define your 'why': Whether it's customer trust, talent attraction, or aligning with purpose, knowing your motivation keeps the team focused.

3. Prioritise quick wins: Identify areas where you can improve fast, like creating a supplier code of conduct or enhancing employee benefits to build early momentum.

This blog post was created in collaboration with Future Shift, sustainability consultants specialising in guiding businesses through the B Corp certification process. Visit https://future-shift.co.uk/ to learn more about their services and approach.