In October 2024, B Lab released its first-ever brand awareness report, providing valuable insights into the current state of recognition for B Corps worldwide. In this episode, we delve into the findings with two influential leaders from B Lab: Charlotte Levitt, the Global Director of Marketing and Communications, and Michele Bradley, the Data Analytics Manager on B Lab's Insights Team.
Charlotte holds degrees from Columbia Business School and the New England Conservatory, and her leadership in marketing and communications has been instrumental in shaping B Lab’s global presence. Michele, with a Master's in Data Science and a background in statistics, plays a pivotal role in analyzing data that informs B Lab's strategies.
Together, they offer a deep dive into the key takeaways from the report, breaking down the limitations of the survey, providing a critical view of the data, and highlighting the top three conclusions drawn from the findings, along with what these insights mean for the B Corp movement. Charlotte and Michele also share their vision for the future of B Lab, focusing on brand awareness, community-building, and success moving forward.
Join us for a deeper understanding of the status of B Corp awareness, its impact, and the opportunities for improvement!
Key Points From This Episode:
- An overview of the brand awareness survey B Lab conducted in 2024.
- The biggest geographical limitations faced in gathering this data.
- Why younger audiences demonstrate a stronger awareness of the B Corp movement
- How bigger communities can improve awareness.
- Differentiating between anecdotes and data.
- Growth and awareness in Denmark, Ireland, Germany, and Spain.
- Sources of B Corp awareness: product, digital, employment, and more.
- Language and positioning around B Corp branding.
- How B Lab can strengthen public understanding of what B Corps represent.
- Insights into how B Lab is perceived, with environmental impact at the forefront
- Leveraging the B Corp brand as a tool for broader systems change
- How B Lab can facilitate change.
- Future initiatives from the B Lab Insights team
- A bold vision for B Corps in the next five years: opportunities, hopes, and beyond!
Quotes
“If we can find a way to talk about things that are complicated, which sustainability is, in a way that is accessible, – we empower a more engaged and connected life for our communities.” — Charlotte Levitt [0:04:10]
“The more B Corps there are in a market, the higher the brand recognition.” — Charlotte Levitt [0:13:07]
“Stories are important, salient, and sticky. It’s natural for humans to think about examples as the way that they remember something, but we are also influenced by prevalence.” — Charlotte Levitt [0:18:35]
“While people may have heard of it, there is a lot of work to do in actually understanding what B Corp [means].” — Charlotte Levitt [0:27:43]
“There are opportunities for us to work together more globally as a movement and as an organization to have times where we are coming together and saying things with one voice.” — Michele Bradley [0:42:04]
“Once more people understand – the theory of change that we’re aiming for here, the more people want to engage with it.” — Michele Bradley [0:54:07]
Links Mentioned in Today’s Episode:
- Link to B Lab's Brand Awareness Report: https://www.bcorporation.net/en-us/news/blog/b-corp-brand-awareness-is-strong-and-growing/
- Charlotte Levitt on LinkedIn: https://www.linkedin.com/in/charlottelevitt/
- Michele Bradley on LinkedIn: https://www.linkedin.com/in/michele-bradley/
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