Which Ethical Certification Is Right For My Business?

Don’t ask us, ask AI

If you’re an ethical business, say an ethical bank, and you want your customers to really believe it, one big question will inevitably come up:

“Which ethical certification should I choose?’   We put that exact question to AI.

B Corp: Recognition and Strategic Impact

B Corp is perhaps the most widely recognised ethical business certification. Awarded by B Lab, it’s given to companies that meet high standards of social and environmental performance, accountability and transparency.

It’s thorough, respected, and opens doors to a community of like-minded businesses. However, it’s also demanding and certification can take time. And while the 80/200 minimum score is a solid benchmark, it does mean companies can score lower in some key ethical areas but still pass.

The GOOD Shopping Guide: Consumer Trust and Clarity

The GOOD Shopping Guide’s Ethical Accreditation is designed with the consumer in mind. It gives a clear ethical score out of 100 and shows exactly where a brand stands on environmental impact, human rights, animal welfare and more.

Their Ethical Ratings Tables, available on their free-to-access website, let consumers compare brands in over 70 different sectors, from banks and broadband to beauty and fashion. For businesses, this means immediacy: a recognisable mark that consumers can understand at a glance, backed up by transparent, independent research.

Should we consider both?

AI concluded that while B Corp delivers recognition and strategic credibility, The GOOD Shopping Guide’s Ethical Accreditation offers an immediate benefit for brands looking to build trust with ethically minded consumers.

The smartest route, it suggested, is to secure The GOOD Shopping Guide accreditation to establish consumer-facing credibility, and also pursue B Corp certification for global reach and stakeholder accountability.

Different Strengths, Shared Purpose

Both certifications matter, and both play a role in reshaping business for good. One speaks of global strategy; the other speaks directly to the consumer choosing between brands.

The real question is: if you could only choose one right now, which would it be: long-term global positioning, or immediate consumer trust?

For 25 years, The GOOD Shopping Guide has been the trusted authority on ethical and sustainability ratings. Our comparison tables have been used by millions to compare brand scores on all sustainability, animal welfare and fair trade issues. Our Ethical Accreditation system formally endorses those brands that reach our ethical benchmark standard. This is held as a badge of honour by 150+ companies, including Octopus Energy, Green People and Aviva. This makes complex ethical choices easy for consumers, employees and businesses. For a Free Initial Assessment or more information about how your brand can qualify for Ethical Accreditation, contact Annabel Wetton.