News > B Corp™ Recognition Rises Across the Netherlands and Belgium

B Corp™ Recognition Rises Across the Netherlands and Belgium

15/09/2026

What role does B Corp Certification play in how people recognise, trust, and choose companies today?

That is one of the questions explored in B Lab’s 2026 Brand Awareness Study. The latest findings show that the B Corp movement is gaining visibility in both the Netherlands and Belgium, and that sustainability and credible certifications are playing an increasingly important role in how people make decisions as consumers and employees.

Geke van der Voort Marketing Communications Lead B Lab Benelux

In May 2026, B Lab conducted the third edition of its European Brand Awareness Study, gathering insights from over 10,000 respondents across ten European countries, including the Netherlands and Belgium. For B Lab Benelux, the results offer a closer look at how B Corp Certification is recognised in our region, how people encounter the movement, and what this means for companies committed to creating positive impact through responsible business practices.

The findings point to a clear development: B Corp Certification is becoming more visible, more understood, and more relevant in everyday decision-making.

But the numbers also raise an important question for B Corps and mission-driven companies: as more people become aware of B Corp Certification, how can companies communicate their impact in a way that is clear, credible, and meaningful?

We’ve highlighted three key findings from the research. The full report for the Netherlands and Belgium can be found here.

B Corp brand recognition is on the rise

B Corp Certification is becoming increasingly recognisable in both the Netherlands and Belgium.

In 2026, 31.9% of respondents in the Netherlands and 33.9% in Belgium said they had heard of Certified B Corporation or were familiar with the B Corp logo. This marks strong growth compared to 2024, with recognition increasing by +10.1 percentage points in the Netherlands and +10.9 percentage points in Belgium.

What makes this particularly encouraging is that the Netherlands and Belgium were among the strongest-growing markets in the wider 10-country European study. This suggests that awareness is no longer growing only at the margins. B Corp Certification is becoming a more visible reference point for people looking to understand which companies are committed to credible, impact-driven business.

In the Netherlands, this growth may be linked in part to the B Corp “B’tje Beter” campaign: a community-led initiative co-created with Albert Heijn Netherlands, bringing together more than 28 Dutch B Corps from the food and agriculture sector through in-store and online activations in 2025, and again in July 2026.

This is one example of how collaboration, visibility, and storytelling can help the movement reach more people. When B Corps show up collectively and communicate clearly, they make the movement more recognisable and easier to understand.

Sustainability and certifications are influencing purchasing decisions

The study also shows that sustainability and certifications continue to influence how people decide what to buy.

In the Netherlands, 52.8% of respondents agree that the sustainability of a company plays a role in their purchasing decisions. Certifications for business practices also matter: 46.5% say they help guide decisions about which product or service to buy.

In Belgium, these figures are even higher. 59.0% of respondents say that the sustainability of a company plays a role in their purchasing decisions, while 53.1% agree that certifications for business practices help guide decisions about which product or service to buy.

Among respondents who are already familiar with B Corp, the influence is even stronger. In the Netherlands, 72.0% of B Corp-aware respondents agree that sustainability plays a role in purchasing decisions, and 65.5% say certifications help them decide which products or services to buy. In Belgium, 72.4% of B Corp-aware respondents say sustainability influences purchasing decisions, while 73.6% say certifications help guide product and service choices.

These results show the power of recognition. Awareness of B Corp Certification does not exist in isolation; it can help people identify companies that align with their values and make more informed choices.

For B Corps, this creates an important opportunity. Consumers are looking for credible signals, but they also need clear explanations. A logo can spark recognition, but transparent communication helps build trust. This means making impact visible through channels where people are already looking: company websites, impact pages, product packaging, social media, campaigns, and impact reports.

As sustainability claims face increasing scrutiny, credible communication becomes even more important. B Corp Certification can play a role in helping people navigate impact claims, but it is up to companies to communicate their progress, challenges, and actions with clarity and honesty.

Certifications can help attract talent

The influence of sustainability and certifications goes beyond consumer choices. The study also shows that they play a role in how people think about where they want to work.

In the Netherlands, 46.1% of respondents say the sustainability of a company plays a role in deciding which company to work for, while 46.4% say certifications for business practices help guide their workplace choices.

In Belgium, 52.3% of respondents say sustainability influences their employer decision, while 52.9% say certifications for business practices help guide their choice of which company to work for.

Again, the influence is stronger among people who are already familiar with B Corp. In the Netherlands, 61.2% of B Corp-aware respondents say sustainability plays a role in deciding which company to work for, and 64.0% say certifications influence workplace choices. In Belgium, 64.6% of B Corp-aware respondents say sustainability plays a role in employer choice, while 72.7% say certifications influence which company they would choose to work for.

This points to a broader shift in expectations. People are not only asking what companies sell, but also how they operate, what they stand for, and whether their values are reflected in their business practices.

For companies, this matters. Purpose, transparency, accountability, and impact are becoming part of the employer value proposition. Certifications like B Corp can help make these commitments more visible, especially for people looking for work that aligns with their values.

But certification alone is not the full story. Talent is also looking for proof: how a company treats its workers, how it makes decisions, how it contributes to society, and how it addresses its environmental impact. The more clearly companies communicate these efforts, the easier it becomes for people to understand what makes them different.

Looking ahead

The 2026 Brand Awareness Study confirms a strong three-year trajectory: B Corp Certification is moving from a niche signal to a recognised reference point for credible, impact-driven business in the Netherlands and Belgium.

Growing recognition is an encouraging sign for the B Corp movement. It shows that more people are becoming familiar with B Corp Certification and that sustainability and credible certifications are increasingly relevant to everyday choices, from what people buy to where they work.

At the same time, this growing recognition comes with responsibility.

As awareness increases, so do expectations. People want to understand what companies are doing, how they are creating positive impact, and whether their claims are backed up by action. For B Corps, this is a call to keep communicating openly: not only about achievements, but also about progress, challenges, and lessons learned.

Now is the time to make impact visible. Through impact reports, dedicated impact pages, social media, packaging, campaigns, and everyday storytelling, B Corps can help build trust and show what responsible business looks like in practice.

By continuing to build awareness, communicate clearly, and act collectively, the B Corp community in the Netherlands and Belgium can help accelerate the shift toward a more inclusive, equitable, and regenerative economy.

The full report for the Netherlands and Belgium can be found here.

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