A Force for Good: Reflections on Being a B Corp Leader

23 March 2026

Olivia Knight-Adams is Director of Purpose & Sustainability at Think Beyond. She works with organisations to embed purpose-led strategy and deliver meaningful social and environmental impact. In this insight blog, she shares her perspective on B Corp and what it can offer businesses looking to balance performance with positive impact.

In Part 2 of this insight series, Olivia delves into the specific changes of B Corp 2.1 and what this means in practice.

I go to work every day genuinely proud of the organisation I represent and what we’re trying to build. We’re not perfect. B Corp doesn’t ask us to be. What it does ask is that we’re honest, that we keep improving, and that we stay committed to the impact we want to have. That mindset has shaped so much of the work I do, and it’s why B Corp Month feels like the right moment to reflect on what this movement really stands for today.

First Things First: What Is B Corp?

Over half of the UK population now recognises the B Corp mark, a symbol worn proudly by businesses that have gone through a rigorous process to demonstrate high standards of social and environmental performance, transparency and governance. At its core, B Corp is a global certification for businesses that create value for all stakeholders: employees, communities, customers and the planet, not just shareholders. With over 10,000 certified businesses across more than 100 countries, B Corp stands as a mark of quality and ethics.

But at its best, B Corp isn’t just a certification scheme. It’s a mindset. It’s a belief that business can, and should, be a force for good. It shifts the definition of success away from short term profit and towards long term value for everyone it touches.

And perhaps surprisingly, its origins sit in sport. B Lab was founded by three former entrepreneurs from AND1, a basketball footwear and streetwear brand. Their experience of seeing purpose erode under shareholder pressure inspired them to create a structure that protects mission driven businesses as they grow. They knew first-hand how fragile purpose can be when ownership changes, leaders move on, and commercial pressures bite, a tension that shaped the B Corp framework from day one.

Why Being a “Better Business” Matters More Than Ever

Being more sustainable or responsible shouldn’t be a burden. It should be an opportunity to improve the things that genuinely make life better: cleaner air, healthier food, safer communities, reliable energy and more vibrant natural spaces. Choosing better options, whether personally or as a business, is choosing better outcomes for everyone right now, not just for the future. We’re living in challenging times, climate instability, widening inequality, eroding trust in institutions. People increasingly expect businesses to step up, with 85% of people globally believe large companies, have a responsibility to encourage governments to take stronger climate action and 62% say that business is not doing enough. And for Gen Z and Millennials, expectations are even stronger with 70% saying a company’s environmental performance is an important factor in where they choose to work, and nearly 90% say having a sense of purpose is essential to their job satisfaction and wellbeing. – [INSEAD summary of EDELMAN 2025 Trust Barometer] | Deloitte 2025 Gen Z & Millennials Survey

The stakes are rising, and frameworks like B Corp help turn intent into meaningful action, accountability and progress.

B Corp doesn’t have all the answers. No framework does. And yes, there is an overwhelming alphabet soup of sustainability frameworks, certifications and standards out there. But B Corp remains one of the most recognised, holistic and trusted, and its updated standards represent one of the most significant evolutions in the movement’s history.

The Benefits of B Corp

Across industries and continents, the direction of travel is clear: people want proof, not promises. B Corp gives businesses the structure, clarity and credibility to show their impact, not just claim it. Key benefits include:

• A clear framework and roadmap for improving social, environmental and governance performance.
• Independent verification that builds trust with fans, partners, sponsors, investors and communities.
• Stronger culture and leadership alignment, helping attract and retain purpose driven talent.
• Greater resilience, through good governance, long term planning and transparent decision making.
• Tangible proof points that show purpose in action and build trust.
• Preparation for regulatory and reporting shifts, ensuring businesses stay ahead rather than react.
• Honest reflection and continuous improvement, helping organisations identify gaps and opportunities.

Done well, B Corp becomes a mirror, a roadmap and a culture builder. It can strengthen strategy, inform investment, embed purpose into everyday decisions and support innovation.

The Realities of Becoming Certified in 2026

Of course, none of this is easy. Nor should it be. B Corp 2.1 is intentionally demanding. It isn’t quick or cheap, and it touches every part of an organisation. That’s exactly why it carries weight. The realities include:

• Legal changes to governing documents. Becoming a B Corp requires legal changes governing documents, committing to considering all stakeholders, not just shareholders.
• Significant time and resource investment. Certification touches every part of your organisation, not just the sustainability lead (if you’re lucky enough to have one).
• Evidence and documentation. You must prove impact, not simply talk about it.
• Cultural and operational shifts in how decisions are made. Doing this well requires new ways of working, thinking, and deciding.
• Ongoing commitment to progress beyond certification. Certification is the start, not the end of the journey.

But these challenges are also opportunities: to align teams, sharpen focus, strengthen resilience and embed purpose into the heart of the organisation. When approached thoughtfully, the “hard parts” are what make B Corp meaningful and valuable to a business.

What This Means for Sport

Sport touches almost every corner of society, from health to travel, materials to entertainment, equality to energy, which is why its approach to sustainability has such influence. Sport shapes culture, but it also contributes to the very challenges it now seeks to address, challenges that put the sector itself at risk. The global sports economy may be worth $2.3 trillion, but rising physical inactivity and escalating environmental pressures could erode up to $1.6 trillion in annual revenue by 2050. The sector has a responsibility and powerful opportunity to lead real, lasting change.

As expectations rise, fans, partners, athletes and communities are calling for transparency, accountability and authenticity. They want fair treatment and wellbeing across the workforce, meaningful community impact, and credible action on travel, waste, energy and materials. They want organisations that walk the talk. B Corp won’t fix every issue in sport, but it provides something rare and valuable: clear structure, credible standards and external accountability. For many organisations, that becomes a competitive advantage, strengthening trust, shaping behaviour, shifting partnerships and building cultures that reflect their stated values.

In a sector where trust is earned in real time, B Corp helps organisations lead with intention and prove it.

Closing Reflection

For me, the strengthened standards are a welcome shift. They raise the bar for all of us, in sport, events, business and beyond, to be clearer about our impact, to embed sustainability into governance and to focus on outcomes that genuinely matter. Certifications like B Corp are only worth the time when treated as tools for real change. When they prompt honest reflection, better decisions and measurable progress.

And that’s why this movement still matters so deeply. It pushes us to be intentional, transparent and accountable in a world that urgently needs better business.

If you’d like to talk about what B Corp can mean for your organisation, or explore purpose-led partnerships grounded in measurable impact, we’d be pleased to help.