Why B Corp isn’t always the most ‘eco’ in branded merchandise
B Corp certification has become one of the most recognisable ethical badges in the business world – and for good reason. It signals that a company is committed to balancing profit with purpose, meeting rigorous standards for social and environmental performance, transparency, and accountability.
But when it comes to branded merchandise and clothing, being a ‘B Corp supplier’ doesn’t necessarily mean the products themselves are the most sustainable option. In fact, some of the most environmentally responsible manufacturers and supply chains aren’t B Corps at all.
Here’s why – and what other certifications to look for when choosing truly sustainable merchandise.
B Corp measures the business, not the product
B Corp certification assesses a company’s overall impact, not the environmental footprint of its products. That means a B Corp-certified merchandise supplier might offer a wide range of products – some sustainably made, others not.
By contrast, many non-B Corp manufacturers focus all their energy on the product-level standards that directly reduce environmental harm – things like renewable materials, water-saving processes, ethical labour conditions, and carbon-neutral logistics.
When choosing branded merchandise, it’s the product certifications that tell the real sustainability story.
The cost and complexity of becoming B Corp
B Corp certification is expensive and time-consuming, often taking a year or more, with fees based on company turnover. For small to medium-sized manufacturers, especially those overseas, the process can be prohibitive.
That’s why many exceptional, ethically driven factories don’t pursue B Corp. Instead, they invest in internationally recognised certifications that focus squarely on their environmental and social impact within production.
These include:
- ISO 14001 – Environmental Management
Ensures a structured approach to measuring, reducing, and improving environmental performance. - SA8000 – Social Accountability
Focuses on fair labour practices, health and safety, and workers’ rights. - OEKO-TEX® Standard 100 – Textile Safety
Guarantees that fabrics are free from harmful chemicals and safe for human use. - GRS (Global Recycled Standard)
Tracks recycled content throughout the supply chain and verifies responsible social, environmental, and chemical practices. - FSC® (Forest Stewardship Council)
Ensures that paper, wood, or bamboo products come from responsibly managed forests. - GOTS (Global Organic Textile Standard)
Covers the entire process of organic fibre production, including ecological and social criteria. - Fair Wear Foundation
Promotes ethical working conditions and transparency in garment production.
Each of these certifications targets a specific, measurable area of impact, from raw material sourcing to end-product safety.
The importance of multi-certified supply chains
The most sustainable merchandise often comes from multi-certified supply chains where each tier (manufacturer, printer, packager, and shipper) upholds its own recognised standards.
For example – a GOTS-certified cotton tote bag, printed with OEKO-TEX® inks, packaged in FSC®-approved materials, and fulfilled by a Carbon Neutral logistics partner may be a far more environmentally sound product than one supplied by a single B Corp-certified distributor.
At etc. Branding, we take a product-first approach to sustainability.
We vet suppliers based on their manufacturing certifications, transparency, and track record – not just their company badges. This ensures every product we deliver aligns with our clients’ sustainability goals and values, even when a B Corp label isn’t present.
The bigger picture: collaboration over certification
Becoming a B Corp is a fantastic achievement and reflects a commitment to doing better but it’s not the only way to make a positive impact.
What truly matters is collaboration throughout the supply chain: brands, agencies, and manufacturers working together to reduce waste, design smarter, and make longer-lasting, responsibly sourced merchandise.
Sometimes, that means choosing a non-B Corp supplier with exceptional eco credentials. Sometimes, it means investing in fewer, higher-quality items that stay in use longer.
Ultimately, sustainability in merchandise isn’t about chasing one logo – it’s about asking the right questions, and choosing partners who can prove their impact, not just promote it.
B Corp certification represents an amazing movement for better business, but when it comes to promotional merchandise, the most ‘eco’ route often lies in the details of production.
By understanding and valuing other globally recognised standards, we can make smarter, more transparent, and genuinely sustainable choices together.
Find out more about our Sustainability Pledge here.
