This March, the Guardian and B Lab UK, the non-profit behind the UK B Corp movement, will join forces to mark B Corp Month, with a daily advertising takeover on the Guardian homepage to promote a range of B Corps.
The Guardian is the only major media organisation to be B Corp certified, while B Lab UK has certified more than 2,400 businesses since its inception in 2015. Verified by B Lab, B Corps are companies that meet high standards of social and environmental performance, transparency and accountability. The goal of this new campaign is to improve understanding of what it means to be a B Corp and spotlight a range of brands with this status.
According to a recent Guardian poll, 27% of Guardian readers recognise the B Corp name, but only 7% agreed that they knew a lot about what a B Corp is. Every advert on the Guardian during the takeover will click through to an article to explain what the B Corp stamp of approval means.
The adverts will be delivered via the Guardian’s unique ad solution, Guardian Advertising Light that can deliver ads to readers without using third party or first party cookies, tracking or auction technology and therefore does not process any personal information. A fitting solution for B Corp Month with less carbon emissions in the advertising supply chain.
All creative for the campaign has been produced in-house at the Guardian. The businesses promoted will include Tilda, the first UK rice company to be B Corp certified, renewable energy experts Good Energy, mobile network provider giffgaff, food and beverage company Danone UK and Ireland and electric vehicle charging provider Zest.
Ros Holley, director of communications & marketing, B Lab UK:
“It’s great to be working alongside B Corps this month to build understanding of what it means to be a B Corp. The Guardian is a natural partner for us in this, with a highly engaged audience who share many of the values of our movement. This opportunity highlights how UK B Corps, across all sizes and sectors, are committed to a better way of doing business — one that benefits both people and the planet.”
Imogen Fox, global chief advertising officer, Guardian Media Group said:
“At a time when social and environmental initiatives are under threat globally, the Guardian continues to raise the standard at every level of our business - championing B Corp businesses is an important part of this.”
The Guardian offers a year-round 10% discount to B Corp certified companies advertising their job vacancies with Guardian Jobs. We provide a Green Jobs recruitment package for businesses who are advertising jobs that contribute to preserving or restoring the environment. The package ensures sustainable jobs are being seen by our environmentally conscious audience. We help people find jobs for a fairer, more sustainable world.
- Ends -
Notes for editors
Guardian News & Media press office: media.enquiries@theguardian.com
About the Guardian Media Group
Guardian Media Group is amongst the world’s leading media organisations. Its core business is Guardian News & Media (GNM), publisher of theguardian.com, one of the largest English-speaking quality news websites in the world.
In the UK, Guardian Media Group publishes the Guardian newspaper six days a week, first published in 1821. Since launching its US and Australian digital editions in 2011 and 2013, respectively, traffic from outside of the UK now represents around two-thirds of the Guardian’s total digital audience. The Guardian also has an international digital edition and a new European edition that launched in 2023.
