Channel 4’s commercial arm, Channel 4 Sales, has announced the return of its B Corp competition for a second year, offering targeted UK businesses the chance to win a share of £600,000 in national TV commercials.
The initiative, run in partnership with B Lab UK, the not-for-profit organization behind the growing B Corp movement in the UK, aims to help sustainable businesses significantly increase their visibility by reaching millions of viewers across Channel 4’s broadcast and streaming platforms.
The competition is open to certified British B Corporations, companies that meet internationally recognized standards for social and environmental performance, transparency and accountability. Five winners will be selected and receive promotional packages designed to showcase their companies and promote the broader B Corp movement.
Channel 4 said the competition reflected its commitment to using advertising as a force for positive change, while helping smaller businesses compete with larger brands in the national market.
Tom Patterson, sustainability lead at Channel 4 Sales, said television advertising still plays an important role in helping emerging brands increase their visibility and credibility.
“We are thrilled to bring our B Corp competition back for a second year and build on the brilliant momentum of the first year,” said Patterson.
“Television has a unique superpower: it helps small and medium-sized businesses compete and reach audiences they would never normally reach.
“B Corps has authentic stories worth celebrating and Channel 4 loves nothing more than telling stories that inspire change. There are incredible, purpose-driven brands across the country and this opens the door for more of them to grow bigger.”
The competition is part of Channel 4’s wider Business for Good initiative, which includes programs such as Black in Business and the Diversity in Advertising Award, both aimed at supporting underrepresented founders and purpose-driven businesses.
The inaugural competition demonstrated the impact television advertising can have on emerging sustainable brands.
Winning 2025 campaigns were launched through a high-profile ad break takeover during the hit Channel 4 show Taskmaster, before being rolled out via bespoke placements on Channel 4’s streaming platform.
Research by B Corp marketing agency Sonder found that the campaign provided significant brand exposure and commercial benefits to participating companies.
Of viewers exposed to the advertising, 88% said they had a higher opinion of B Corp brands and 85% said they were more likely to buy from a B Corp company.
Sustainable cleaning brand Seep saw a 112% increase in branded search impressions, a 70% year-over-year increase in sales and a 75% increase in new customers following the campaign.
Another winner, ticketing platform Ticket Tailor, saw a 38% year-on-year increase in direct website traffic, while search traffic increased by 43% during and after the advertising campaign.
The UK B Corp community has grown rapidly in recent years as more companies seek to demonstrate a greater commitment to social impact, environmental responsibility and ethical business management.
According to B Lab UK, there are now more than 2,700 certified B corporations in the country, covering industries from consumer goods and technology to professional services and manufacturing.
Rosalind Holley, director of communications and marketing at B Lab UK, said the competition had become an important platform to showcase targeted businesses to a mainstream audience.
“Last year’s competition was a significant milestone for the UK B Corp community, enabling companies to reach new audiences and raise awareness for a new generation of businesses across the country,” Holley said.
“We’re delighted to be working with Channel 4 again to build on this success during B Corp Month and celebrate a UK movement of thousands of companies proving that purpose and profit can go hand in hand.”
Channel 4 Sales said it would again measure the carbon emissions associated with competitors’ advertising campaigns.
Using its emissions measurement framework for both linear television and streaming channels, the broadcaster aims to ensure the initiative is consistent with its broader sustainability strategy while supporting environmentally conscious businesses.
Submissions for the 2026 competition are now officially open. Certified B Corporations across the UK are encouraged to apply for the opportunity to gain access to nationwide advertising exposure, which is typically well beyond the reach of most small and medium sized businesses.
According to Channel 4, the program aims to highlight a new generation of companies that are proving that commercial success and positive social impact can coexist, while helping them grow faster through the power of television advertising.
Full details of eligibility and application requirements are available via Channel 4 Sales’ Business for Good initiative.
