Posted by Fifty Team

29 Mar, 2022

B Corps: The Audiences Behind The 'B'

What is a B Corp Certified Business?

B Corporation is a certification and community of for-profit organisations that put social and environmental issues at the forefront of their business and operations.

Dubbed as ‘the creme de la creme of eco credentials’, the coveted B Corp certification is awarded to businesses that meet the rigorous standards of social and environmental performance, transparency and accountability set by B Lab UK.

What started as a small network of purpose-driven companies is now a growing movement made up of over 4,000 businesses across 70 countries and over 150 industries, all of which are actively committed to positively impacting all stakeholders - workers, communities, customers, and our planet.

What’s the purpose of B Corp Month?

Each year during March, the global B Corp Community comes together to celebrate what it means to be a B Corp. B Corp Month is a time to shine a light on the need for purpose-driven business, and celebrate the work that B Corps are doing to create a positive impact on people and the planet.

This year’s theme, #BehindTheB, invites audiences behind the scenes to see what makes B Corps better businesses. B Lab UK have also opened up a dedicated pop-up shop in London called Good News, which aims to raise awareness of eco-friendly brands as opposed to selling them.

Rather than encouraging customers to purchase B Corp products, the purpose of Good News is to teach people about the stories behind the labels. The shop is all about educating consumers around sustainability and how they can buy better. Throughout the month, B Corp Lab has been hosting a range of events and workshops to bring the community together and facilitate discussions about what it means to be a B Corp.

Which audiences are engaging with #BCorpMonth?

Figure 1: Fifty network viz of the B Corp UK audience.
Figure 1: Fifty network viz of the B Corp UK audience.

We wanted to tap into the audiences who have been interacting with #BCorpMonth throughout March, along with the value-driven companies that make up B Corp’s network. To do so, we analysed the social followings of B Corp certified brands in the following sectors:

  • Home

  • Beauty

  • Food and Drink

  • Footwear

  • Clothing and accessories

Key Takeaways

1. Brand values matter. In line with B Corp’s rise to success over the past 16 years, we are seeing an increasing demand for purpose-led brands from a wide range of audiences.

2. Sustainability is trending among the youth. Gen Z audiences emerged as an over-indexing segment within the B Corp audience, showing high levels of engagement with social and environmental issues. When brands commit to doing business sustainably, they can expect to up their cool factor and see an influx of younger customers.

3. Ethics are a key motivator. Conscious consumers were understandably very engaged with B Corp and its brands, with tribes of Ethical Shoppers, Conservation Advocates, and Informed Progressives all emerging as top audiences.

London-Based

Figure 2: Top influencers for Cultured Londoners included The Guardian, The Tate and the Mayor of London.
Figure 2: Top influencers for Cultured Londoners included The Guardian, The Tate and the Mayor of London.

Three out of the top twenty tribes were London-based - Cultured Londoners, London Thespians and SW London Gen Zers - which points to the growing movement of conscious consumers emanating from the country’s capital. These urbanites are cultured, well-informed and include older and younger groups across the audience spectrum. Top influencers included publications like The Guardian, actress and activist Emma Watson, and The Mayor of London.

Affluent Middle-Class

Figure 3: Top categories for the Affluent South West included Hotels & Accommodation, Boating and Travel.
Figure 3: Top categories for the Affluent South West included Hotels & Accommodation, Boating and Travel.

Middle-Class City Dwellers were the largest tribe to emerge, accounting for 13% of the entire study, with key communities located across London, Liverpool, Manchester and Glasgow. Entertainment proved to be a key interest for these audiences, as demonstrated by the likes of stand up comics Jimmy Carr and David Mitchell, and TV presenters Jeremy Clarkson and Louis Theroux.

Youth

Figure 4: Top topics for On-Trend Fashionistas focused mainly around style, clothing and design.
Figure 4: Top topics for On-Trend Fashionistas focused mainly around style, clothing and design.

A key finding from our study was the sheer number of younger audiences that are flocking to purpose-driven brands and businesses. Tribes like Millennial Digital Professionals, On-Trend Fashionistas, SW London Gen Zers and Trendy Party People all indicate that sustainability is a clear priority for younger generations. Top influencers like Patagonia and People Tree are prime examples of brands that have successfully upped their cool factor and managed to reach this younger demographic by effectively communicating their commitment to purpose-led business.

Culture

Figure 5: Literature Lovers were just one of several culture-based tribes within the study who are engaging with B Corp Month.
Figure 5: Literature Lovers were just one of several culture-based tribes within the study who are engaging with B Corp Month.

Art and literature emerged as a recurring interest amongst a number of tribes, including Literature Lovers, Travel Enthusiasts, Cultured Welsh and London Thespians. Influencers like New York Times Books, the V&A and suggest that purpose-led brands like those belonging to the B Corp network attract well-read audiences who are keen to learn and, thus, more likely to educate themselves around sustainable business.

Ethics & Sustainability

Figure 6: The number one trending category for Informed Progressives was politics, closely followed by Government, News and Crime & Justice.
Figure 6: The number one trending category for Informed Progressives was politics, closely followed by Government, News and Crime & Justice.

Understandably, we found large swathes of ethics-focused tribes, including Ethical Shoppers, Conservation Advocates and Informed Progressives, all of whom appear to be particularly value-driven when it comes to the brands and companies they choose to follow. Top influencers among these progressives included: Nesta, a UK innovation agency for social good; The Department for Business, Energy & Industrial Strategy (BEIS), and Third Sector, a publication for the charity and voluntary sector - indicating a strong allegiance to organisations committed to making a positive, sustainable impact.

Conclusion

If these results tell us anything, it’s that brand values matter. Thanks to the rise of social media, today’s consumers are more informed than ever when it comes to choosing which brands to support and where to spend their money. With this level of transparency comes big responsibility as well as a big opportunity for brands.

The large number of Millennial and Gen Z tribes that emerged throughout the study, suggest that younger generations are more ethically conscious than most audiences when it comes to purchasing trends.

Does Fifty work with B Corps?

Yes! Fifty is proud to have worked with several B Corp businesses, including Doisy & Dam, Wilton London, Pukka Herbs, Sapling Spirits. As a people-first business, Fifty is committed to positively impacting our stakeholders, and we’re thrilled to be partnered with so many like-minded, value-driven businesses.


Are you a B Corp or prospective B Corp business looking to find and reach new audiences? Get in touch with us at [email protected] or book a free demo today.

40

5 Insights into UK Crowdfunders

Understanding the entrepreneurial audiences engaging with UK crowdfunding platforms.

Elon's Twitter Takeover

How different online communities are responding to Elon Musk's $44 billion Twitter acquisition.

Crypto Connoisseurs vs Dabblers

Using the Fifty Platform to compare hardcore and amateur crypto audiences.