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355                <div class="page_title">
356                                        <h1>B Corp Certification Recognition Rises Across Europe</h1>                </div>
357
358                                    <!-- <div class="container">
359                                                <p>September 01 2026</p>
360                    </div> -->
361                
362                <div class="text-body">
363                                                                <div class="page_description">
364                            <div class="desctext">The 2026 European Brand Awareness Study reveals a movement steadily gaining ground: recognition continues to increase, understanding of B Corp Certification is beginning to deepen, and for the first time, the majority reports having purchased from a B Corp.</div>
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387                                                                                                                                                                                                                                                                                    <li class="author">
388                                                                            <div class="author__image lazyload" style="background-image:inherit;" data-bg-image="url(https://bcorporation.eu/wp-content/uploads/2023/09/Irene-scaled.jpg)"></div>
389                                                                                                                <div class="author__text">
390                                                                                            <span class="author__name">
391                                                    Irene Rits                                                </span>
392                                                                                                                                        <sp
392an class="author__job_position">
393                                                    Marketing &amp; Communications Lead                                                </span>
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411                                                        <img width="1920" height="1080" src="https://bcorporation.eu/wp-content/uploads/2026/09/Featured-Image-Website-II.png" class="skip-lazy attachment-card_thumbnail size-card_thumbnail wp-post-image" alt="Brand Awareness 2026" itemprop="image" decoding="async" fetchpriority="high" srcset="https://bcorporation.eu/wp-content/uploads/2026/09/Featured-Image-Website-II.png 1920w, https://bcorporation.eu/wp-content/uploads/2026/09/Featured-Image-Website-II-300x169.png 300w, https://bcorporation.eu/wp-content/uploads/2026/09/Featured-Image-Website-II-1024x576.png 1024w, https://bcorporation.eu/wp-content/uploads/2026/09/Featured-Image-Website-II-150x84.png 150w, https://bcorporation.eu/wp-content/uploads/2026/09/Featured-Image-Website-II-768x432.png 768w, https://bcorporation.eu/wp-content/uploads/2026/09/Featured-Image-Website-II-1536x864.png 1536w" sizes="(max-width: 1920px) 100vw, 1920px" />                        </div>
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423                <p><span style="font-weight: 400;">Three years ago, B Lab Europe set out to answer a deceptively simple question: how well do Europeans recognise B Corp Certification, and what does that recognition mean for consumers, businesses, and the movement as a whole? </span></p>
424<p><span style="font-weight: 400;">The 2026 European Brand Awareness Study offers a clear answer. Across three years, recognition of B Corp Certification has continued to rise, understanding of what it represents is beginning to deepen, and continues having influence on customer decisions.. The data points to a movement steadily gaining ground in the European consumer landscape.</span></p>
425<p><span style="font-weight: 400;">Conducted with research partner Cint across ten European markets, with approximately 1,000 respondents per country, the study tracks how awareness, understanding, and consumer behaviour around B Corp Certification are evolving over time. This year&#8217;s findings show that B Corp Certification is moving from a niche signal to a recognised reference point for credible, impact-driven business in Europe.</span></p>
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430</section>
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435                <h2><strong>Key findings from the 2026 European Brand Awareness Study</strong></h2>
436<p>&nbsp;</p>
437<p><span style="font-weight: 400;">The study highlights several important shifts in how Europeans recognise, understand, and act on B Corp Certification.</span></p>
438<p><span style="font-weight: 400;">Recognition of B Corp Certification has increased steadily across the three years of the study.</span></p>
439<p><span style="font-weight: 400;">Understanding is also deepening, with more than half of respondents now rating their knowledge of B Corp Certification positively, a 13.3 percentage point increase compared with 2024.</span></p>
440<p><span style="font-weight: 400;">For the first time since 2023, a majority of respondents familiar with B Corp report having purchased from one.</span></p>
441<p><span style="font-weight: 400;">More than 69% of respondents familiar with B Corp Certification say certifications influence their purchasing decisions.</span></p>
442<p><span style="font-weight: 400;">More than half of all respondents say sustainability and certifications influence their choice of employer.</sp
442an></p>
443<p><span style="font-weight: 400;">Millennials show the sharpest growth in recognition, placing them at the heart of the shift.</span></p>
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447    </div>
448</section>
449<section class="scb fullwidth-wysiwyg ">
450    <div class="container large">
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453                <h2><b>From niche signal to recognised reference point</b></h2>
454<p>&nbsp;</p>
455<p><span style="font-weight: 400;">Over the past three years, brand recognition has steadily increased. This is not a one-off lift, but a sustained trajectory, and one that reflects the collective work of the European B Corp community, the network of country partners, and the businesses that continue to turn purpose into practice.</span></p>
456<p><span style="font-weight: 400;">The country-level story reinforces this. In 2026, the strongest gains were seen in Switzerland, Denmark, and The Netherlands, with growth driven by a combination of community growth and large regional campaigns. This shows that the movement is advancing across Europe, with each market contributing to the broader European trajectory.</span></p>
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460    </div>
461</section>
462<section class="scb social_media_embed">
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481                <h2><strong>Understanding of B Corp Certification is broadening</strong></h2>
482<p>&nbsp;</p>
483<p><span style="font-weight: 400;">One of the key defining findings of the 2026 study is that Europeans are moving past name recognition and starting to grasp what B Corp Certification actually represents. Over half of respondents now rate their knowledge of the certification positively, a substantial 
48313.3 percentage point increase versus 2024. B Corp recognition, in other words, is no longer only broad; it is beginning to deepen.</span></p>
484<p><span style="font-weight: 400;">This matters because recognition alone is not the end goal. As more people understand what B Corp Certification stands for, the certification becomes a clearer signal of credible action, accountability, and impact-driven business.</span></p>
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494                <h2><b>A majority of those familiar with B Corp have purchased from one</b></h2>
495<p>&nbsp;</p>
496<p><span style="font-weight: 400;">For the first time since 2023, a majority of respondents familiar with B Corp report having purchased from one. This marks an important milestone in the relationship between awareness and action.</span></p>
497<p><span style="font-weight: 400;">The finding is echoed across the wider consumer landscape. More than 69% of respondents familiar with B Corp Certification say certifications influences their purchasing decisions. This suggests that as awareness and understanding grow, consumers are increasingly using sustainability and certification signals to inform everyday choices.</span></p>
498<p><span style="font-weight: 400;">For businesses, this reinforces the value of clear, credible communication. Consumers are not only noticing B Corp Certification; many are beginning to connect it with the decisions they make in the marketplace.</span></p>
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508                <h2><b>Sustainability and certifications are shaping employer choice</b></h2>
509<p>&nbsp;</p>
510<p><span style="font-weight: 400;">The study reveals that sustainability and certifications are increasingly shaping career decisions too. More than half of respondents (51.7%) now say the sustainability of a company influences their choice of employer, and 51.8% say that certifications for business practices help guide their decisions about where to work. </span></p>
511<p><span style="font-weight: 400;">This signals that responsible business practices are becoming as decisive in career decisions. For B Corps, this presents a clear opportunity to communicate what certification stands for not only to consumers, but to the talent looking for employers whose values align with their own.</span></p>
512<p><span style="font-weight: 400;">Visible impact is becoming part of what makes a company attractive: both to the people who buy from it and to the people who may want to work for it.</span></p>
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537                <h2><b>Expanding reach through collective action</b></h2>
538<p>&nbsp;</p>
539<p><span style="font-weight: 400;">The Netherlands offers a clear example of how community-led communication contributes to recognition. In 2026, B Corp brand awareness in the Netherlands grew by 10.
5391 percentage points versus 2024, a shift attributed in part to a coordinated community campaign combining online and in-store activity. In 2025, more than 28 Dutch B Corps from the food and agriculture sector came together to launch &#8220;B&#8217;tje Beter&#8221; (Every day a bit better), a two-week campaign co-created with Albert Heijn, one of the country&#8217;s largest  supermarkets. In-store activations educated shoppers about participating B Corp brands and their impact journeys, while online channels amplified the message across social media, press, and company websites. The campaign showed how sustained, community-led storytelling can contribute to awareness where it matters most: in the everyday choices consumers make.</span></p>
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551                        <img data-src="https://bcorporation.eu/wp-content/uploads/2026/09/7.png" alt="" src="data:image/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==" class="lazyload" style="--smush-placeholder-width: 1920px; --smush-placeholder-aspect-ratio: 1920/1080;" />
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564                <h2><b>Millennials are at the heart of the shift</b></h2>
565<p>&nbsp;</p>
566<p><span style="font-weight: 400;">Generationally, this year&#8217;s sharpest growth in recognition is observed among millennials, a cohort now in their thirties and early forties, entering the peak of their spending and decision-making years. More attuned to the values and impact of the companies they encounter, this generation is driving demand for transparency, accountability, and clear signals of credible business practice; the attributes of B Corp Certification.</span></p>
567<p><span style="font-weight: 400;">For the B Corp movement, this is significant. As millennials gain influence as consumers, employees, business leaders, and decision-makers, their growing recognition of B Corp Certification can help accelerate the shift toward more responsible business.</span></p>
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592                <h2><b>Stakeholder governance remains firmly established</b></h2>
593<p>&nbsp;</p>
594<p><span style="font-weight: 400;">Alongside these shifts, the overwhelming majority of Europeans continue to expect that companies consider all stakeholders and hold their directors accountable for social and environmental performance. These values have held at a consistently high level across all three waves of the study, reinforcing that stakeholder governance is not a passing trend, but a firmly established consumer expectation.</span></p>
595<p><span style="font-weight: 400;">This expectation sits at the heart of the B Corp movement. As recognition of B Corp Certification grows, it is doing so in a wider context where Europeans increasingly expect businesses to be accountable not only for profit, but also for their impact on people and the planet.</span></p>
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597            </div>
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599    </div>
600</section>
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605                <h2><b>A movement taking root</b></h2>
606<p>&nbsp;</p>
607<p><span style="font-weight: 400;">The three-year trajectory of this study makes one thing clear: steady growth in recognition and deepening of understanding show that B Corp Certification is taking root in the European consumer landscape. Steady growth in recognition, deeper understanding, and increasing consumer action all point to a movement that is becoming more visible, more understood, and more relevant to everyday decisions. Sustainability and credible certification are playing a growing role in how Europeans choose what to buy, where to work, and which businesses to trust.</span></p>
608<p><span style="font-weight: 400;">By continuing to build awareness, communicate clearly, and act collectively, the European B Corp community can further accelerate the shift toward a more inclusive, equitable, and regenerative economy.</span></p>
609                <div class="clear"></div>
610            </div>
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674									Necessary cookies are absolutely essential for the website to function properly. These cookies ensure basic functionalities and security features of the website, anonymously.
675<table class="cookielawinfo-row-cat-table cookielawinfo-winter"><thead><tr><th class="cookielawinfo-column-1">Cookie</th><th class="cookielawinfo-column-3">Duration</th><th class="cookielawinfo-column-4">Description</th></tr></thead><tbody><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">_GRECAPTCHA</td><td class="cookielawinfo-column-3">5 months 27 days</td><td class="cookielawinfo-column-4">This cookie is set by the Google recaptcha service to identify bots to protect the website against malicious spam attacks.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">cookielawinfo-checkbox-advertisement</td><td class="cookielawinfo-column-3">1 year</td><td class="cookielawinfo-column-4">Set by the GDPR Cookie Consent plugin, this cookie is used to record the user consent for the cookies in the "Advertisement" category .</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">cookielawinfo-checkbox-analytics</td><td class="cookielawinfo-column-3">11 months</td><td class="cookielawinfo-column-4">This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Analytics".</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">cookielawinfo-checkbox-functional</td><td class="cookielawinfo-column-3">11 months</td><td class="cookielawinfo-column-4">The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional".</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">cookielawinfo-checkbox-necessary</td><td class="cookielawinfo-column-3">11 months</td><td class="cookielawinfo-column-4">This cookie is set by GDPR Cookie Consent plugin. The cookies is used to store the user consent for the cookies in the category "Necessary".</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">cookielawinfo-checkbox-others</td><td class="cookielawinfo-column-3">11 months</td><td class="cookielawinfo-column-4">This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Other.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">cookielawinfo-checkbox-performance</td><td class="cookielawinfo-column-3">11 months</td><td class="cookielawinfo-column-4">This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Performance".</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">
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742									Advertisement cookies are used to provide visitors with relevant ads and marketing campaigns. These cookies track visitors across websites and collect information to provide customized ads.
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756						<div class="cli-tab-content">
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759									Other uncategorized cookies are those that are being analyzed and have not been classified into a category as yet.
760<table class="cookielawinfo-row-cat-table cookielawinfo-winter"><thead><tr><th class="cookielawinfo-column-1">Cookie</th><th class="cookielawinfo-column-3">Duration</th><th class="cookielawinfo-column-4">Description</th></tr></thead><tbody><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">_hjSession_3093712</td><td class="cookielawinfo-column-3">30 minutes</td><td class="cookielawinfo-column-4">No description</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">_hjSessionUser_3093712</td><td class="cookielawinfo-column-3">1 year</td><td class="cookielawinfo-column-4">No description</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">lpv39792</td><td class="cookielawinfo-column-3">30 minutes</td><td class="cookielawinfo-column-4">No description</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">visitor_id39792</td><td class="cookielawinfo-column-3">10 years</td><td class="cookielawinfo-column-4">No description</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">visitor_id39792-hash</td><td class="cookielawinfo-column-3">10 years</td><td class="cookielawinfo-column-4">No description</td></tr></tbody></table>								</div>
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