Channel 4’s commercial division, Channel 4 Sales, has announced the return of its B Corp competition for a second year, offering purpose-driven UK businesses the chance to win a share of £600,000 worth of national TV advertising airtime.
The initiative, delivered in partnership with B Lab UK, the non-profit behind the UK’s growing B Corp movement, is designed to help sustainable businesses dramatically expand their visibility by reaching millions of viewers across Channel 4’s broadcast and streaming platforms.
The competition is open to certified UK B Corporations, companies that meet internationally recognised standards for social and environmental performance, transparency and accountability. Five winners will be selected to receive advertising packages designed to showcase their businesses and promote the wider B Corp movement.
Channel 4 said the competition reflects its commitment to using advertising as a force for positive change while helping smaller businesses compete with larger brands in the national marketplace.
Tom Patterson, Sustainability Lead at Channel 4 Sales, said television advertising still plays a powerful role in helping emerging brands scale their visibility and credibility.
“We’re so excited to bring our B Corp competition back for a second year and build on the brilliant momentum from year one,” Patterson said.
“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.”
The competition forms part of Channel 4’s broader Business for Good initiative, which includes programmes such as Black in Business and the Diversity in Advertising Award, both aimed at supporting underrepresented founders and purpose-led enterprises.
The inaugural competition demonstrated the impact television advertising can have on emerging sustainable brands.
Winning campaigns from 2025 were launched through a high-profile ad-break takeover during the hit Channel 4 programme Taskmaster, before being rolled out across tailored placements on Channel 4’s streaming platform.
Research conducted by B Corp marketing agency Sonder found the campaign generated significant brand awareness and commercial benefits for participating businesses.
Among viewers exposed to the advertising 88% reported an improved opinion of B Corp brands and 85% said they were more likely to purchase from a B Corp company.
Sustainable cleaning brand Seep recorded a 112% increase in branded search impressions, alongside 70% year-on-year revenue growth and a 75% increase in new customers following the campaign.
Another winner, ticketing platform Ticket Tailor, saw direct website traffic rise by 38% year-on-year, with search traffic increasing by 43% during and after the advertising campaign.
The UK B Corp community has expanded rapidly in recent years as more companies seek to demonstrate stronger commitments to social impact, environmental responsibility and ethical governance.
According to B Lab UK, the country is now home to more than 2,700 certified B Corporations, spanning sectors from consumer goods and technology to professional services and manufacturing.
Rosalind Holley, Director of Communications and Marketing at B Lab UK, said the competition has become an important platform for showcasing purpose-led businesses to mainstream audiences.
“Last year’s competition marked a significant milestone for the UK B Corp community, empowering businesses to reach new audiences and drive awareness of a new generation of companies across the country,” Holley said.
“We’re pleased to partner with Channel 4 once again to build on this success during B Corp Month, celebrating a UK movement of thousands of businesses proving that purpose and profit can go hand in hand.”
Channel 4 Sales said it will again measure the carbon emissions associated with the advertising campaigns delivered through the competition.
Using its emissions measurement framework across both linear television and streaming channels, the broadcaster aims to ensure the initiative aligns with its wider sustainability strategy while promoting environmentally responsible businesses.
Entries for the 2026 competition are now officially open, with certified B Corporations across the UK encouraged to apply for the opportunity to access national advertising exposure that would normally be far beyond the reach of most small and medium-sized enterprises.
Channel 4 said the programme aims to highlight a new generation of companies proving that commercial success and positive social impact can coexist, while helping them grow faster through the power of television advertising.
Full eligibility details and application requirements are available through Channel 4 Sales’ Business for Good initiative.