Why B Corp visibility on TV matters: insights from B Lab UK’s partnership with Channel 4
As we enter year two of our partnership with Channel 4, brand & creative manager Meg Dacey delves into the insights from year one to inspire your application for 2026.
In September 2025, five B Corps — Seep, Ticket Tailor, Tiny Rebel, Divine and Ancient + Brave — took over Channel 4’s primetime hit Taskmaster, with their ads continuing across the broadcaster’s streaming platform for six weeks. To understand the true impact of this moment, an independent brand and advertising effectiveness study by Sonder tracked public response over ten weeks.
The results were compelling and pointed to something bigger than campaign performance alone. They revealed the power of visibility, narrative and collective brand-building in driving meaningful change. When scale, storytelling and cultural influence come together, especially through a credible partner like Channel 4, they don’t just raise awareness, they shift perception.
For the B Corps involved, the campaign delivered increased awareness, stronger trust and clear signs of commercial impact. But for the movement as a whole, it demonstrated something even more significant: the stronger and more visible the collective becomes, the more people understand what B Corp truly stands for.
Channel 4 viewers are more likely to consider B Corps as a result of the partnership
The partnership goal was clear: deepen public understanding of what being a B Corp means. B Lab UK’s brand tracking shows that while half of the UK public is aware of B Corp, there is a gap between awareness and true understanding. In an era dominated by digital channels and fragmented attention, we hoped to uncover whether mainstream TV could help close that gap, as an effective channel for bringing the meaning behind the B Corp certification to life.
The findings suggest it can. And, at a time when trust in business is under scrutiny and consumers are demanding greater accountability, closing this gap is not just a communications challenge; it’s a strategic imperative for the future of the movement and a more regenerative, equitable economic system.
Among those who recognised the ad takeover, 84% said it told them something new about B Corps. Just as importantly, it helped reinforce the values behind the certification:
- 83% said B Corps help create a better future
- 83% said B Corps put customers first
- 82% said B Corps have a positive impact on society
One finding stood out in particular. More respondents associated B Corps with positive social impact than environmental impact. This matters because B Lab UK’s own research often shows the opposite: people often assume B Corp focuses primarily on environmental performance. Bringing the social impact of B Corps to life through storytelling on TV clearly helped rebalance that perception.
The campaign also had a strong effect on sentiment and consideration. 88% of people who saw the takeover said it improved their opinion of B Corp, and 85% said they would be more likely to consider B Corps when making a purchase decision, as a result of the ads (significantly higher than the 63% average Sonder typically sees in similar research).
So, the insights suggest we’re on the right track, leveraging TV advertising to deepen understanding of the movement as a whole. And, each B Corp experienced tangible impact too.
Research suggests each B Corp saw a 10% sales uplift among Channel 4 viewers
The B Corps involved saw clear improvements in brand awareness and credibility. Among Channel 4 streaming viewers, awareness of one or more of the brands rose significantly from 39% in the week of the takeover to 50% three weeks later.
The increased visibility translated directly into curiosity. During the week of the takeover, 29% of viewers said they would consider purchasing from one of the featured B Corps. Three weeks later, that had risen to 38%, climbing further to 39% seven weeks after the campaign. This suggests the impact lasted well beyond the initial broadcast moment.
Trust also increased. Channel 4 viewers see the broadcaster as a credible partner known for championing new voices, sparking conversations that shape culture. This credibility carried over to the B Corps, too. In the week of the takeover, 17% of viewers said one or more of the featured B Corps were trustworthy. Two weeks later, that had risen to 30%.
These shifts in awareness, consideration and trust appear to have translated into real-world value, with the research suggesting each brand saw a 10% sales uplift among Channel 4 viewers over a six-week period.
2026 applications are now open
The lesson from the campaign is simple: visibility and storytelling at scale matter. For the B Corps involved, the campaign delivered stronger awareness, increased trust and indicated commercial impact. For the wider movement, it demonstrated something bigger: the stronger the movement becomes, the more people understand what B Corp stands for.
If you’re thinking about applying for the initiative this year, the insights from Sonder help all B Corps in figuring out what works on TV. Here are some considerations for your application:
- Show your brand identity. A successful ad would include brand elements constantly — not just your name but your colours, iconography and your logo.
- Clearly explain your offering. If you’re a product-based B Corp, show the product and packaging often and explain what it does. If you provide a service(s), ensure it is clearly explained in the advert.
- Lead and close with your brand name. Put it at the beginning and end of the video to help Channel 4 viewers associate the ad with your business.
Applications for the 2026 B Lab UK and Channel 4 ‘Business for people and planet’ initiative are now open.
