Channel 4’s business division, Channel 4 Gross sales, has introduced the return of its B Corp competitors for a second 12 months, providing purpose-driven UK companies the prospect to win a share of £600,000 value of nationwide TV promoting airtime.
The initiative, delivered in partnership with B Lab UK, the non-profit behind the UK’s rising B Corp motion, is designed to assist sustainable companies dramatically develop their visibility by reaching hundreds of thousands of viewers throughout Channel 4’s broadcast and streaming platforms.
The competitors is open to licensed UK B Firms, firms that meet internationally recognised requirements for social and environmental efficiency, transparency and accountability. 5 winners can be chosen to obtain promoting packages designed to showcase their companies and promote the broader B Corp motion.
Channel 4 mentioned the competitors displays its dedication to utilizing promoting as a power for optimistic change whereas serving to smaller companies compete with bigger manufacturers within the nationwide market.
Tom Patterson, Sustainability Lead at Channel 4 Gross sales, mentioned tv promoting nonetheless performs a strong function in serving to rising manufacturers scale their visibility and credibility.
“We’re so excited to carry our B Corp competitors again for a second 12 months and construct on the sensible momentum from 12 months one,” Patterson mentioned.
“TV has a novel superpower: serving to small and medium-sized companies punch above their weight and attain audiences they’d by no means usually get in entrance of.
“B Corps have genuine tales value shouting about, and Channel 4 loves nothing greater than telling tales that spark change. There are unimaginable purpose-driven manufacturers nationwide, and this opens the door for extra of them to develop larger.”
The competitors varieties a part of Channel 4’s broader Enterprise for Good initiative, which incorporates programmes resembling Black in Enterprise and the Variety in Promoting Award, each geared toward supporting underrepresented founders and purpose-led enterprises.
The inaugural competitors demonstrated the impression tv promoting can have on rising sustainable manufacturers.
Profitable campaigns from 2025 had been launched by way of a high-profile ad-break takeover in the course of the hit Channel 4 programme Taskmaster, earlier than being rolled out throughout tailor-made placements on Channel 4’s streaming platform.
Analysis performed by B Corp advertising company Sonder discovered the marketing campaign generated vital model consciousness and business advantages for taking part companies.
Amongst viewers uncovered to the promoting 88% reported an improved opinion of B Corp manufacturers and 85% mentioned they had been extra prone to buy from a B Corp firm.
Sustainable cleansing model Seep recorded a 112% enhance in branded search impressions, alongside 70% year-on-year income progress and a 75% enhance in new clients following the marketing campaign.
One other winner, ticketing platform Ticket Tailor, noticed direct web site visitors rise by 38% year-on-year, with search visitors growing by 43% throughout and after the promoting marketing campaign.
The UK B Corp group has expanded quickly in recent times as extra firms search to exhibit stronger commitments to social impression, environmental duty and moral governance.
In response to B Lab UK, the nation is now house to greater than 2,700 licensed B Firms, spanning sectors from shopper items and know-how to skilled companies and manufacturing.
Rosalind Holley, Director of Communications and Advertising at B Lab UK, mentioned the competitors has change into an vital platform for showcasing purpose-led companies to mainstream audiences.
“Final 12 months’s competitors marked a major milestone for the UK B Corp group, empowering companies to achieve new audiences and drive consciousness of a brand new technology of firms throughout the nation,” Holley mentioned.
“We’re happy to accomplice with Channel 4 as soon as once more to construct on this success throughout B Corp Month, celebrating a UK motion of 1000’s of companies proving that objective and revenue can go hand in hand.”
Channel 4 Gross sales mentioned it’ll once more measure the carbon emissions related to the promoting campaigns delivered by way of the competitors.
Utilizing its emissions measurement framework throughout each linear tv and streaming channels, the broadcaster goals to make sure the initiative aligns with its wider sustainability technique whereas selling environmentally accountable companies.
Entries for the 2026 competitors are actually formally open, with licensed B Firms throughout the UK inspired to use for the chance to entry nationwide promoting publicity that will usually be far past the attain of most small and medium-sized enterprises.
Channel 4 mentioned the programme goals to focus on a brand new technology of firms proving that business success and optimistic social impression can coexist, whereas serving to them develop quicker by way of the ability of tv promoting.
Full eligibility particulars and software necessities can be found by way of Channel 4 Sales’ Business for Good initiative.
