{"id":11911,"date":"2026-06-25T14:07:33","date_gmt":"2026-06-25T12:07:33","guid":{"rendered":"https:\/\/rosaparks.es\/blog\/b-corps-do-not-need-more-seals-they-need-better-narratives\/"},"modified":"2026-10-15T09:07:05","modified_gmt":"2026-10-15T07:07:05","slug":"b-corps-do-not-need-more-seals-they-need-better-narratives","status":"publish","type":"post","link":"https:\/\/rosaparks.es\/en\/blog\/b-corps-do-not-need-more-seals-they-need-better-narratives\/","title":{"rendered":"B Corps do not need more seals; they need better narratives"},"content":{"rendered":"\n

This article by Luc\u00eda Bobadilla, Purpose Brand Manager at ROSAPARKS, is part of the Corresponsables Dossier \u2013 B Corp: Purpose-Driven Companies.<\/p>\n\n

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\u2013 Luc\u00eda Bobadilla. Purpose Brand Manager at ROSAPARKS.<\/p>\n\n

For years, companies committed to triple sustainability<\/strong> have pursued the same goal: to prove that they are doing things right.<\/p>\n\n

They have measured emissions, published reports, set climate targets, audited supply chains, and obtained certifications that validate their progress. Among them, B Corp certification<\/strong> has become one of the most widely recognised standards for organisations that aspire to generate a positive impact on people, communities, and the planet.<\/p>\n\n

However, something is changing.<\/p>\n\n

Paradoxically, at a time when companies have more tools than ever<\/strong> to demonstrate their impact, society\u2019s trust in them remains fragile. Sustainability is no longer facing only a crisis of action. It is also facing a crisis of credibility<\/strong>.<\/p>\n\n

While in the United States we are witnessing a political backlash against concepts such as ESG or diversity and inclusion, in Europe many companies are reducing the visibility of their environmental commitments for fear of being accused of greenwashing. The phenomenon even has a name: greenhushing<\/strong>. Companies that prefer to stay silent rather than expose themselves to scrutiny.<\/p>\n\n

However, perhaps the problem is not communicating too much, but communicating poorly. In fact, B Lab and Creatives for Climate have introduced a new concept: greenshouting<\/strong>. And, aware of the importance of communication, they have created this guide: a tool to reclaim impact communication through rigour, evidence, and transparency. Because if greenwashing erodes trust, silence and exaggeration also have consequences: they make it harder for good practices to inspire, be shared, and accelerate the change we need.<\/p>\n\n

The consequence is troubling. Organisations have more and more reasons to act and more and more fear of communicating. And it is precisely in this context that B Corps should ask themselves: is it enough to be a good company if no one understands what it really means to be one?<\/strong><\/p>\n\n

For a long time, we have assumed that legitimacy came from seals. That a certification was the definitive proof of credibility. But reality is more complex. Seals provide evidence. Trust is built through narratives<\/strong>.<\/p>\n\n

No certification has value in and of itself. Its value depends on the cultural meanings<\/strong> that society assigns to it. Fair trade is not relevant solely because of a logo. It is relevant because there is a shared narrative about working conditions, equity, and trade relationships. The same applies to organic farming, sustainable mobility, or the circular economy.<\/p>\n\n

B Corps are no exception to this logic.<\/p>\n\n

Their true value lies not only in the standards they assess, but in the story they represent: the possibility that companies can be a force for good<\/strong>.<\/p>\n\n

For years, the B Corp movement has devoted enormous efforts to measuring, verifying, and demonstrating impact. This is essential. But perhaps the time has come to devote the same energy to explaining, inspiring, and mobilising<\/strong>.<\/p>\n\n

Because data generates evidence, but stories generate meaning. We know how many tonnes of CO\u2082 an organisation has avoided. We know how many people it employs or how many local suppliers it brings into its value chain. All of this is fundamental. But no society changes its worldview thanks to a spreadsheet<\/strong>.<\/p>\n\n

Today we put these questions to all B Corps and committed companies: Will we continue to associate business success exclusively with economic growth? Or will we also begin to link it to the ability to create wellbeing, regenerate ecosystems, and strengthen communities?<\/strong><\/p>\n\n

The answers to these questions are not found in an audit. They are found in the realm of culture. And culture is built through narratives<\/strong>.<\/p>\n\n

Perhaps that is why the greatest risk for B Corps is not greenwashing. Perhaps it is irrelevance: the risk of becoming a seal admired by those who are already convinced<\/strong>, but incomprehensible to the rest of society.<\/p>\n\n

If the movement is to keep growing, it needs to translate what it represents more effectively. It needs to explain why it matters. It needs to connect its standards with people\u2019s real concerns. It needs to show that another way of doing business is not only possible, but also desirable. Because, in the end, B Corps are not competing to accumulate certifications. They are competing for something far more ambitious.<\/p>\n\n

They are competing to change the idea of what it means to be a good company in the 21st century<\/strong>. And that battle will not be won solely with indicators, audits, or seals. It will be won by building the narratives that help us move towards the future we truly want: fairer, more prosperous, and more respectful of the environment and nature<\/strong>.<\/p>\n\n

This article is part of the Corresponsables Dossier \u2013 B Corp: Purpose-Driven Companies.<\/a><\/strong><\/p>\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

This article by Luc\u00eda Bobadilla, Purpose Brand Manager at ROSAPARKS, is part of the Corresponsables Dossier \u2013 B Corp: Purpose-Driven Companies. \u2013 Luc\u00eda Bobadilla. Purpose Brand Manager at ROSAPARKS. For years, companies committed to triple sustainability have pursued the same goal: to prove that they are doing things right. They have measured emissions, published reports, […]<\/p>\n","protected":false},"author":7,"featured_media":11829,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[71],"tags":[],"class_list":["post-11911","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-posts-in-media"],"acf":[],"_links":{"self":[{"href":"https:\/\/rosaparks.es\/en\/wp-json\/wp\/v2\/posts\/11911","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/rosaparks.es\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/rosaparks.es\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/rosaparks.es\/en\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/rosaparks.es\/en\/wp-json\/wp\/v2\/comments?post=11911"}],"version-history":[{"count":1,"href":"https:\/\/rosaparks.es\/en\/wp-json\/wp\/v2\/posts\/11911\/revisions"}],"predecessor-version":[{"id":11912,"href":"https:\/\/rosaparks.es\/en\/wp-json\/wp\/v2\/posts\/11911\/revisions\/11912"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/rosaparks.es\/en\/wp-json\/wp\/v2\/media\/11829"}],"wp:attachment":[{"href":"https:\/\/rosaparks.es\/en\/wp-json\/wp\/v2\/media?parent=11911"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/rosaparks.es\/en\/wp-json\/wp\/v2\/categories?post=11911"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/rosaparks.es\/en\/wp-json\/wp\/v2\/tags?post=11911"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}