B Corporation certification and EcoVadis ratings are becoming more and more prevalent in our industry.
Why are they so important? How do they differ? And which one is better for your business? Considering that we’re in the middle of WrestleMania season, get ready for a sustainability smackdown – minus the sweat and spandex.
In the world of promotional products, sustainability credentials can feel like a game of alphabet soup. You’ve got ISO, LCA, GRI and, of course, today’s main contenders: B Corp and EcoVadis. Both are heavyweight champions in responsible business, but they serve different audiences and have different impacts. Let’s break it down, promo-style.
In The Blue Corner, We Have B Corp: The End-User Darling!
If B Corp were a promotional product, it’d be a cool recycled material tote bag with a bold statement: eye-catching, mission-driven and a clear declaration of values. (It would likely also have a digital product passport, but let’s save that for another article.)
B Corp certification is like the gold star for companies that “walk the talk” when it comes to fair governance, as well as environmental and social responsibility. It’s rigorous, holistic and importantly, public-facing.
Certified B Corporations meet high social and environmental standards, demonstrating a commitment to balancing profit with purpose. The certification process, overseen by the nonprofit B Lab, evaluates a company’s impact across governance, workers, community and environment, with a focus on continuous improvement. Companies need to recertify every three years, so it’s not a one-and-done process.
Elizabeth Wimbush
Director of Sustainability & Responsibility, PPAI
Why B Corp Matters
Brand recognition: Customers (and employees) love it. If your brand carries the B Corp badge, you’re speaking directly to conscious consumers who vote with their dollars and attracting employees who are purpose-driven.
Credibility boost: Achieving B Corp status signals a deep-rooted commitment to sustainability, not just a greenwashing attempt.
Competitive differentiation: In an industry where buyers increasingly ask about ethics and sustainability, B Corp helps you stand out from the swag pack, and being able to point to your company’s B Corp directory listing allows anyone to see for themselves how you stack up, including against your previous scores.
Downside? The process isn’t for the faint of heart. The B Impact Assessment is comprehensive, time-consuming and requires ongoing improvement to maintain certification. It also doesn’t provide the level of supply-chain mapping that certain levels of EcoVadis subscription can get you, which is an increasingly important feature as demands for transparency increase.
And In The Red Corner, EcoVadis: The B2B Power Player!
If EcoVadis were a promotional product, it’d be a functional tech corporate gift – less flashy but deeply valuable in the right business circles. Think of it as the LinkedIn of sustainability credentials: It might not mean much to the general public, but in supply chain conversations, it’s a game-changer.
EcoVadis is a sustainability ratings platform used by businesses to evaluate suppliers across environmental, social and ethical criteria. Companies undergo a structured assessment and receive a scorecard ranking their sustainability performance.
Why EcoVadis Matters
Supply chain credibility: Many large brands and corporations require their suppliers to have an EcoVadis rating. If you want to work with corporate giants, this may be a ticket in.
Risk management: EcoVadis ratings help businesses track supplier sustainability performance, flagging potential risks and areas for improvement.
Business opportunities: Companies with high EcoVadis scores often gain a competitive edge in B2B relationships, as many buyers prioritize working with highly rated suppliers.
Downside? While incredibly valuable in B2B procurement, EcoVadis doesn’t carry much weight with everyday consumers. You won’t see an end buyer choosing between two promo companies based on their EcoVadis scores – it’s built for corporate procurement teams, not retail shoppers. Also, it’s not a certification, meaning it doesn’t provide a distinct marketing edge in the same way B Corp does.
Choose Your Fighter
The million-dollar question: If you’re in the promotional products industry, should you go for B Corp or EcoVadis? The answer depends on who you’re trying to impress.
If your customers are end buyers, retail brands or the general public, B Corp is your best bet. It’s recognized, respected and an excellent marketing tool.
If your customers are corporate buyers, procurement teams or supply chain managers, EcoVadis is your golden ticket. Many large companies require it to do business.
Are both feeling a bit too much to get started with? PPAI has partnered with Green Business Benchmark to offer members a benchmarking tool that helps you understand where you’re starting from and where to go. You can even use the platform to help you determine how well aligned you are with global frameworks and how to enhance your efforts.
Whether you choose B Corp to woo consumers or EcoVadis to land corporate contracts, both frameworks can help your business thrive. Just remember – like a well-designed promotional product, your sustainability efforts should be both useful and memorable.
Wimbush is the director of sustainability and responsibility at PPAI.
