The trend of conscious consumerism is on the rise, with an increasing number of shoppers looking for ethical practices from brands. Since the introduction of B-Corp month in March 2018, interest in B-Corporations has continued to grow significantly each year.
To showcase the positive impact of B-Corporations and aid consumers in making ethical shopping choices, data analysts at B-Corp sparkling water brand, DASH Water, have conducted an analysis of over 30 UK B-Corp businesses to unveil their effects.
The analysis revealed Patagonia as the leader, boasting the highest overall ‘B Impact’ score of 166. This was closely followed by Who Gives a Crap (125.5) and Tony’s Chocolonely (125), representing sustainability and ethical business practices in their respective industries.
Patagonia, a pioneer in sustainable fashion, has maintained its B-Corp certification for an impressive 12 years, setting a benchmark for long-term commitment to ethical practices.
One of the key criteria in the analysis was Ethics & Transparency, where Tony’s Chocolonely and Brewgooder excelled with a score of 5.7. Tony’s Chocolonely’s mission to eradicate modern slavery in the cocoa industry and Brewgooder’s commitment to impactful projects through its Brewgooder Foundation highlight the significance of ethical business practices.
Environmental Management is another critical aspect, with Vestiaire Collective leading with a score of 7.3. Their net climate-positive impact and focus on reducing carbon intensity demonstrate their dedication to environmental preservation.
Kickstarter stands out in Diversity, Equity, & Inclusion, scoring an impressive 8.5. By offering opportunities for creators from diverse backgrounds, Kickstarter has fostered an inclusive community that empowers individuals to pursue their passions and advance their careers.
Civic Engagement & Giving sees TOMS in the lead with a score of 7. TOMS’ commitment to funding access to mental health resources and impacting over 100 million lives through charitable giving emphasizes the transformative power of conscious consumerism.
Following the data results, DASH also conducted consumer interviews to understand the importance of sustainability in purchasing decisions. Consumers in the 25-34 age group expressed considering sustainability, product quality, and brand ethics when making purchases. Being a B-Corp company would positively influence their buying decisions.
“Our findings emphasize the significance of supporting businesses that prioritize ethics and sustainability,” states Alex Wright, founder of DASH Water. “By making informed choices, consumers can drive positive change and create a more equitable and sustainable future for everyone.”
Alex also highlights how B-Corporations can serve as inspiration for other businesses. “When we started DASH Water, we aimed to use it as a force for good. The B-Corp certification helped us achieve that by guiding the integration of social and environmental values into every aspect of our business. Our goal is to do even more – I envision DASH Water among the major B-Corp players in the future.”
For more insights into how DASH Water is using its business to make a positive environmental impact, explore DASH’s story.
