Channel 4 Sales’ B Corp competition returns for second year as entries officially open

Channel 4’s commercial arm, Channel 4 Sales, has today announced the return of its B Corp competition, offering five more sustainable businesses that meet verified standards for social and environmental business practices the chance to win free TV advertising airtime.

Following a successful inaugural year, the competition has returned in partnership with B Lab UK — the non-profit behind the UK B Corp movement — and is open to certified UK B Corporations (“B Corps”). It will again deliver £600,000 worth of Channel 4 advertising airtime to promote the five winning B Corps, as well as the wider B Corp movement, enabling them to reach national audiences.

The results from last year’s competition showed the impact of TV advertising in boosting awareness of B Corp and the individual businesses featured, which saw increased traffic and growth as a result.

The 2025 ads debuted in a special ad-break takeover during Taskmaster, before appearing in bespoke placements on Channel 4 streaming. The results, which were captured in research by B Corp agency Sonder, showed:

• Across the campaign, 88% of exposed viewers reported an improved opinion of B Corp brands.
  
  
• After watching the ad-break takeover, 85% said they were more likely to consider purchasing from a B Corp brand.
• Winner Seep saw a +112% uplift in branded search impressions, +70% revenue growth YoY, and +75% new customer growth YoY.
  
  
• Another winner Ticket Tailor saw website traffic peak during and after the campaign, direct traffic up 38% YoY and search traffic up 43% YoY.
  
  

The B Corp initiative forms part of Channel 4 Sales’ ongoing commitment to using the power of advertising to support positive social and environmental change, alongside wider Business for Good initiatives including Black in Business and the Diversity in Advertising Award.

Tom Patterson, Sustainability Lead at Channel 4 Sales, said:

“We’re so excited to bring our B Corp competition back for a second year and build on the brilliant momentum from year one. TV has a unique superpower: helping small and medium‑sized businesses punch above their weight and reach audiences they’d never normally get in front of.

“B Corps have authentic stories worth shouting about — and Channel 4 loves nothing more than telling stories that spark change. There are incredible purpose‑driven brands nationwide, and this opens the door for more of them to grow bigger. We’d love B Corps across the UK to apply.”

Rosalind Holley, Director of Communications & Marketing at B Lab UK, said:

“Last year’s competition marked a significant milestone for the UK B Corp community, empowering them to reach new audiences and drive awareness of a new generation of businesses across the country.

“We’re pleased to partner with Channel 4 once again to build on this success this B Corp Month, celebrating a UK movement of over 2,700 businesses proving that purpose and profit can go hand in hand.”

As part of its commitment to sustainability, Channel 4 Sales will again measure the emissions of the ad campaigns on both streaming and linear, through its emissions measurement offering.

Applications for the competition open today (3 March), with full eligibility criteria and requirements available to view at: https://www.channel4sales.com/business-good/bcorp