Study finds over 80% of Yorkshire consumers view sustainability as key for businesses

36 per cent also said that sustainability and social responsibility is a bigger factor in their buying decisions than it was two years ago.

The results have been revealed in the lead-up to an event designed to help more Yorkshire businesses become B Corporations.

The event, titled B Curious, has been organised by the Yorkshire B Local group and will give companies insights into the B Corp certification process, the misconceptions, benefits and how to “drive your business as a force for good.”

The online event will take place from 9AM on 20, March, with tickets available on Eventbrite.

Speakers at the event will include representatives from Yorkshire businesses who are already B Corps, including Full Circle Funerals, Headway Recruitment, Harrogate Spring Water, High Speed Training and Webmart.

B Lab UK’s Head of Growth, Annie Olivier, will be the keynote speaker at the event and said the survey results underlined the importance of companies taking their social, environmental and governance obligations seriously – and how becoming a B Corp could help businesses grow.

She said: “There is clearly a real appetite for B Corp values among Yorkshire consumers and we’ve seen first-hand in other parts of the country that the more people find out about the B-Corp movement, the more they will seek out certified companies to provide their goods and services.

“People want to buy from and work for companies that are making a positive difference. But with so many businesses claiming to be socially and environmentally aware, it’s hard to know who or what to believe.”

The survey also found that 35 per cent of Yorkshire consumers have switched brands to buy ones that were more sustainable and socially responsible.

Malton-based jewellery and clothing brand Loft & Daughter became a registered B Corp last year. The company works with artisanal communities across India to co-create pieces which are sold to consumers via the company’s website.

Founder Katie Sheehan started the business in 2019 after her career as a fast-fashion buyer left her wanting to, in her words “right the wrongs of the industry I left behind”.

She said: “I wanted to make Loft & Daughter a B Corp from the beginning, but as a one- woman start up, I was already overwhelmed with getting my brand off the ground.

“It’s been a long, daunting process, but it has forced me to look at my brand with critical eye,

keeping me accountable and highlighting areas where I need to improve. I am so proud to finally join the incredible B Corp movement and to be part of the fantastic Yorkshire B Local community.”