In a world saturated with green promises, B Corps stand out not just for what they say, but for how they act. These companies don’t just talk about sustainability — they embed it into their legal and operational DNA. But what does it really mean to be a B Corp? And why is this model gaining increasing relevance?

What is a B Corp?

B Corps are companies that have passed a rigorous certification process — led by the nonprofit B Lab — which evaluates their impact in areas such as social responsibility, environmental performance, governance, labor practices, and customer relationships. The key difference from traditional companies is that they don’t just aim to maximize profits — they aim to generate a positive impact on the world.

More Than Just a Seal

Becoming a B Corp is not simply a marketing strategy. It involves:

• Ongoing evaluation: Companies must pass an assessment with over 200 impact indicators and renew it every three years.

• Legal commitment: Companies are required to amend their corporate bylaws to include accountability to all stakeholders, not just shareholders.

• Transparency and continuous improvement: Certification scores are made public, and constant progress is a fundamental requirement.

In short, being a B Corp is not about reaching a goal — it’s about maintaining high standards over time.

New Requirements: A More Demanding B Corp

In 2024, B Lab announced a significant update to its certification criteria. The goal is to raise the bar and ensure that all certified companies generate positive impact across essential areas, not just where they already perform well.

Key changes include:

• Life Cycle Assessment (LCA): Companies must evaluate the environmental impact of their products from raw material extraction through to end-of-life.

• Climate impact management: Measuring, reporting, and reducing greenhouse gas emissions will become mandatory, based on climate science.

• Diversity, equity, and inclusion: Minimum thresholds are set for inclusive practices and representation.

• Supply chain traceability: Companies must increase oversight of the social and environmental practices of suppliers and subcontractors.

• Purpose-driven governance: Legal accountability for collective impact is strengthened to promote ethical and responsible decision-making.

These new requirements aim to prevent shortcuts and ensure that B Corp certification represents meaningful, measurable change — not just symbolic approval.

B Corps Under Scrutiny: Are They Really Different?

Despite growing global recognition, the B Corp model has not been free from criticism. Some question whether all certified companies truly live up to the values they claim to promote.

One widely discussed case: Nespresso was certified as a B Corp in 2022, prompting strong backlash from environmental groups who raised concerns over single-use capsules and labor conditions in coffee-growing regions.

Another example: Danone North America, while a certified B Corp, has faced criticism for labor disputes and alleged worker mistreatment in some production plants.

These cases highlight a legitimate concern: how can we ensure large corporations don’t misuse the B Corp label as a form of greenwashing?

B Lab has responded by tightening the standards. Under the new framework, companies will no longer be allowed to “offset” poor performance in one area by excelling in another. All certified B Corps must meet mandatory minimums across environmental, social, and ethical dimensions.

Why B Corps Matter for Sustainability

While many companies publish selective metrics in self-produced reports, B Corps submit to independent audits, standardized evaluations, and a philosophy of full transparency.

A real example: Footwear brand VEJA, certified as a B Corp since 2020, completely restructured its supply chain using organic cotton, wild Amazonian rubber, and fair labor conditions. It doesn’t just say it — it proves it.

What About Greenwashing?

B Corps are designed to be a structural response to greenwashing. Saying the right thing isn’t enough — companies must prove it, measure it, and be accountable.

As Pablo Sánchez, former director of B Lab Spain, stated:

“The main risk of greenwashing is the disconnect between the story you tell and what you actually do. That can be devastating for consumer trust in the long run.”

This alignment between narrative and action — between storytelling and storydoing — is precisely what protects B Corps from superficiality and mistrust.

How to Identify a B Corp

It’s easier than ever to recognize a B Corp. You can:

• Look for the “B” seal on products and official websites

• Browse the global directory at bcorporation.net

• Review their publicly available impact scores and reports

In Summary

B Corps aren’t perfect. But they’ve made a clear decision to embed purpose in their legal structure, measure their real-world impact, and be held accountable. In a landscape where sustainability is often reduced to a buzzword, that makes B Corps a credible, concrete alternative.

If we want to move toward a more just and regenerative economy, supporting B Corps — as consumers, investors, employees, or institutions — is one of the most effective ways to make that happen.

And at Devera, we believe in this approach too.

At Devera, we work to ensure that everyone — B Corp or not — can make smarter, more informed decisions in real time, based on trustworthy climate data. We believe sustainability must be democratized: it should be accessible, understandable, and actionable.

Because measuring is not enough. We must understand.
And understanding is not enough. We must act.

Decode. Decide. Decarbonize.

Curious to learn more about B Corps?

Watch the full Impact Talk recording and explore the topic in depth.