What the new B Corp standards mean for tech PR
The updated B Corp standards officially launched last month — and they’re comprehensive, weighing in at 998 pages. If you're leading PR for a tech brand that’s on the path to B Corp or already certified, it’s worth getting familiar with them. We’ve read the full document, and here’s what comms leaders need to know.
Here’s the key takeaway: the bar is higher, the expectations are clearer, and the pressure is on to show — not just say — how your business contributes to a better future.
For any comms leaders, this represents a big opportunity to ensure your messaging is aligned and your business is truly acting as a force for good.
What are the new B Corp standards?
The old model let companies mix and match their impact. You had to earn 80 points across a range of categories, but you could choose how you got there.
The new approach? Less flexibility, more accountability.
From now on, every B Corp will need to meet baseline performance in seven specific areas. These aren’t optional. They apply to all certified companies, regardless of size or sector.
Here’s what your business will need to prove:
Purpose and stakeholder governance
Companies must define and act on a clear purpose, while embedding stakeholder interests into governance and decision-making.Fair work
Jobs should be good quality. Workplaces should be positive, safe, and supportive.Justice, equity, diversity, and inclusion (JEDI)
Companies must build inclusive workplaces and contribute to fairer, more equitable communities.Human rights
Respect for people is non-negotiable. That includes upholding dignity and human rights across operations and value chains.Climate action
Businesses must actively reduce their impact on the climate and support global efforts to address the crisis.Environmental stewardship and circularity
That means minimising harm, staying within ecological limits, and designing operations that support the circular economy.Government affairs and collective action
Businesses should play a role in shaping fairer systems. That includes contributing responsibly to economies, regulation, and shared goals.
What the new B Corp standards mean for tech PR
The updated standards will be highly visible to employees, partners, media, and investors. That gives PR and comms teams in B Corps a central role in helping their businesses stay credible, consistent, and confident.
1. Messaging must match your ambition
If you’re a B Corp, your PR can’t skate by on values statements or vague purpose claims. Audiences — media, investors, talent — want details and evidence. They expect clarity on what’s being done, what’s improved, and what progress looks like.
2. Sustainable stories needs depth
Each of the seven standards is a comms opportunity — but only if it’s credible. Your team should work across functions to turn policy into proof points, and ESG goals into stories worth telling.
3. Leadership messaging is critical
Comms leaders must equip founders and execs with the tools to speak clearly and confidently on sustainability, inclusion, and governance. That means media prep, owned content, and consistent positioning across channels.
4. Long term communication is key
Being a B Corp isn’t a one-off PR ‘moment’. B Corp comms is about building credibility over time. If you invest in the process fully, honestly, and transparently, your brand — and your workforce — will reap the rewards. Get the strategy right and the trust you earn now will pay off in customer loyalty, talent attraction, and brand reputation.
What PR and comms teams should do now
If your brand recertifies in 2026 (like Wildfire), you’ll transition to the new standards. B Lab has confirmed that companies in this bracket will get a 12-month extension to help prepare. You can find the updated requirements in your B Impact account now — and it’s worth starting the self-assessment early.
If you operate in the EU and serve consumers directly, pay attention to the Empowering Consumers for the Green Transition directive (ECGT), which comes into effect in September 2026. B Lab is working on certification pathways to help affected B Corps align with both B Corp and EU requirements.
Telling your B Corp story with confidence
Wildfire is a certified B Corp, and we’re preparing for recertification under the new standards. We know the challenges — and the comms opportunities — that come with raising the bar.
We help tech brands turn complex ESG progress into clear, confident messaging. Whether you're refining your purpose narrative, launching a media strategy, or preparing execs for scrutiny, we can help you get it right.
TL;DR version
The new B Corp standards demand more clarity, more credibility, and more alignment. PR leaders in tech are perfectly placed to help their businesses rise to the challenge — and earn trust in the process.
Need a partner to help shape your B Corp comms? Let’s talk.
