Is Celebrated B Corp Status Encouraging Greenwashing?
B Corp status is undoubtedly one of the most recognised sustainability achievements for a business – B Lab research says that one in four consumers have now heard of B Corps.
B Lab’s data shows a strong correlation between awareness of the B Corp brand and purchasing decisions.
However, the credibility of B Corp status is under scrutiny.
In February 2025, soap brand Dr. Bronner’s dropped its B Corp certification following the certification of some large multinational companies.
The brand said that this “demonstrated that B Lab is not committed to protecting the integrity of the B Corp Certification and movement, nor ensuring that the certification won’t be used to mislead consumers”.
The company continued: “We have not seen adequate, transparent and timely action from B Lab to update the standards or certification process to address our concerns. Now, our only recourse is to drop our certification.
“We hope our exit will prompt necessary and overdue action, and that allies who remain B Corp Certified will continue to push to improve the standard from the inside.”
About B Corp certification
Founded in 2006, B Corp certification is awarded to companies by B Lab upon receiving a minimum score of 80 out of 200 on assessment of its environmental and social performance.
The current certification system will end from 2026.
There are more than 9,900 certified B Corps across 105 countries covering 160 global industries and nearly a million workers.
Those applying pay a submission and verification fee during the certification process, an annual fee and must re-certify regularly to maintain B Corp status.
B Lab UK’s website explains: ”Certification fees help sustain our work and accelerate change towards a better future for people and the planet.”
New standards for B Corps
In April 2025, B Lab published new standards for B Corp certification.
“At a time when other leaders are stepping back, business must drive progress,” said Clay Brown, Co-lead Executive at B Lab Global.
“This isn’t merely an update; it’s a complete reimagining of business impact to respond to the challenges of our time.
“B Lab’s new standards can serve as a roadmap for leadership on social and environmental issues when needed most.”
It says the seventh iteration of its standards follow two public consultations and 26,000 pieces of feedback.
The standards require all B Corps to meet requirements across seven Impact Topics, a move away from cumulative point scoring.
- Purpose and stakeholder governance
- Climate action
- Human rights
- Fair work
- Environmental stewardship and circularity
- Justice, equity, diversity and inclusion
- Government affairs and collective action
B Corp credibility
Dr. Bronner’s is not the only brand to have given up its status.
UK-based pet food brand Scrumbles decided not to renew its certification in 2025 and CEO Aneisha Soobroyen said “the certification no longer holds the weight it once did”.
“The decision to step away from B Corp is about principles, not convenience,” she said on LinkedIn.
“We don’t need a logo to tell us to do the right thing. Instead of paying a £8,500 (US$11,650) recertification fee, we’re donating it directly to Save the Children.”
Dr. Bronner’s cited concerns with “large multinationals” receiving certification and Scrumbles with “companies with questionable ethics”.
As of June 2025, 189 companies with more than a thousand employees are listed as certified on B Lab’s website, but it is not clear how many of these are multinational.
Explore the latest edition of Sustainability Magazine and be part of the conversation at our global conference series, Sustainability LIVE.
Discover all our upcoming events and secure your tickets today.
Sustainability Magazine is a BizClik brand
