Hello, welcome to Business Daily from the BBC World Service. I'm Josh Martin. Today, is there a

backlash against B-Corps? The certification is meant to signal that a company is socially and

environmentally conscious. And the B-Corp logo graces the packaging and advertising of everything

from shoes and snacks to steakhouses. When I see a bee, the logo, I know exactly what that business has gone through,

and I've massive respect for any business that has.

But now some established members are questioning whether B-Corp risks becoming another

meaningless certification. Others have left altogether.

And we just kind of felt that was a bad faith.

It was like, wait, what?

You know, we were sounding the alarm on this slippery slope of certifying these multinationals.

As the number of B-Corps grow, can the organisation help its members balance profits with purpose

and will new stricter criteria ward off further controversy within its ranks?

That's all coming up on today's

business daily. So what is a B corp? Well, that proud B logo on packaging and websites stands for

benefit. It means two main things. That the company displaying it has passed a test

assessing its commitment to the environment, its workers and suppliers, and wider society.

This whole process is certified by a non-profit organisation called B-Lab. You may have seen

similar business accreditations such as fair trade or living wage employer. B-corps, though,

like to think they're a little bit more

holistic than those single issue certifications. So how many black and white logos are proudly

plastered on the packaging from my recent trip to the supermarket? Well, we've got yoghurt. There's the

certified B-Lab logo right there on the back.

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