For two decades, businesses have been told that sustainability is the price of entry for credibility. Customers expect it, investors reward it, and employees seek it. But what that credibility looks like, and how it’s measured, is rapidly changing.

In the early 2010s, the B Corp movement emerged as a powerful way to separate true purpose-led businesses from those simply claiming it. It provided a respected framework, a visible badge, and a growing global community united by the belief that business could be a force for good.

A decade later, however, the sustainability landscape looks very different. Reporting regulations are tightening, stakeholders are demanding live data, and companies are expected to show measurable progress, not just past achievements. Sustainability is no longer a set of commitments – it’s become a continuous management process.

This is where IMPACT CERTIFIED by FuturePlus has reshaped the conversation. Instead of waiting years between assessments, it enables organisations to measure, manage and communicate progress continuously, supported by human expertise and transparent data. 

The distinction between B Corp and IMPACT CERTIFIED marks a deeper shift in how organisations approach sustainability, moving from static certification towards continuous, transparent improvement.

Comparison: B Corp vs IMPACT CERTIFIED

From certification to continuous progress

Traditional certification frameworks were designed for a different era – one that valued third-party validation over operational agility. They offered a clear “you’ve made it” moment, often tied to a long, resource-heavy process that ended with a public badge of approval.

That badge still matters. It provides recognition, credibility, and a signal to customers and investors. But for many organisations, the challenge is what happens between those certification cycles. How do you maintain momentum when the framework doesn’t measure change in real time?

FuturePlus was developed to answer that question. The platform combines live data, quantified goals, and expert advisory support so that sustainability becomes part of the organisation’s daily operations rather than an occasional reporting event. It measures both current performance and future ambition, creating a feedback loop that turns sustainability from a one-time milestone into an evolving roadmap.

This is exactly how Soho House uses FuturePlus to drive long-term sustainability progress.

“FuturePlus has been integral to our ESG work at Soho House. The platform allowed us to set goals and define a roadmap to get to them, which we update year-on-year to ensure we’re making progress across sustainability and social impact. It helps us keep our stakeholders updated, from members to investors, with a clear format that keeps us focused on the future.” – Min Shrimpton, Director of House Foundations Communications, Soho House

This shift mirrors how other areas of business already operate. No company would measure its financial performance once every three years or only check customer satisfaction at the end of a contract. Sustainability needs the same cadence: responsive, data-informed, and continually improving.

BCorp: the foundation of responsible business

The BCorp movement, created by B Lab, has played an extraordinary role in elevating sustainability to the boardroom.

What is B Corp certification?

• Certified B Corps are for-profit companies that meet high standards of social and environmental performance, transparency, and accountability.
  
• The certification applies to the whole company across all product lines, not just a single initiative
• The process includes the B Impact Assessment (BIA) – an online questionnaire covering governance, workers, customers, community and the environment, which companies complete to qualify.

How it works

• Companies must score at least 80 out of 200 points to be eligible for certification
• They then submit supporting documentation, undergo review, and must integrate stakeholder governance commitments into their governing documents.
• Certified companies pay an annual fee (based on revenue/region) and must recertify every three years.

Why it matters

• The B Corp badge carries weight: it signals credible external validation, access to a community of like-minded businesses, and a framework for responsible business practices.
• B Lab’s mission is broader than certification: it aims to change the economic system to benefit all people, communities and the planet.

Recent evolution & limitations

• In April 2025, B Lab published a major revision of its standards requiring companies to meet minimum performance thresholds across seven core impact topics and to build a roadmap for ongoing improvement rather than rely solely on past scores.
• The certification process remains resource-intensive and follows a multi-year cadence, which can limit agility.
• Because the scoring system allows companies to pass by excelling in some areas while lagging in others, critics argue it may enable “badge over substance” behaviour.

In short, B Corp remains one of the most respected benchmarks globally. But organisations increasingly ask: what happens after certification? How do you track and communicate real-time progress rather than just a milestone?

IMPACT CERTIFIED: ambition and action in one place

IMPACT CERTIFIED by FuturePlus approaches sustainability from a different starting point. It focuses not just on what a business has achieved, but also on what it intends to achieve next.

What is IMPACT CERTIFIED?

IMPACT CERTIFIED is a recognition awarded through the FuturePlus sustainability platform, designed to help organisations measure, manage, and improve their impact continuously.

It evaluates both a company’s current performance and its future ambitions, transforming sustainability from retrospective reporting into forward planning.

Through the platform, organisations assess themselves across five interconnected themes:

• Climate
• Environment
• Social impact
• Economic impact
• Diversity & inclusion

Each theme includes measurable indicators that capture outcomes and intent, creating a holistic picture of where a business is and where it’s heading.

How it works

• Businesses complete an online assessment covering the five FuturePlus themes.

• Each area receives two scores: one for current performance and another for ambition, showing how far a business aims to progress.

• Members receive a detailed report highlighting strengths, gaps, and opportunities for improvement.

• A dedicated sustainability advisor works alongside each organisation to interpret results, set targets, and embed actions into operations.

• Data can be updated at any time, creating a live, evolving profile of progress that leaders can use for reporting and communication.

Recognition is earned through the IMPACT CERTIFIED badge, which signals continuous, transparent improvement verified by the FuturePlus team.

Rather than subscribing to every sustainability newsletter, be selective.

Focus on:

• Industry leaders and publications relevant to your sector
• Case studies from other businesses
• Sector-specific sustainability challenges and solutions

Don’t get stuck on climate alone

While climate action is important, Alex cautions against carbon tunnel vision: “Don’t be stuck on climate because it might not be the area that you can have the most impact. There can be things that maybe fit under social or inclusion or economic impact within your business where you have an ability to have a greater impact.”

This is particularly relevant for SMEs who may find more natural entry points to sustainability through social impact, supply chain improvements, or employee engagement initiatives.

Making it work for your business

The key to sustainable success is ensuring that your ESG initiatives feel “innately right for the business.” As Alex puts it: “You’re not doing things for the sake of doing them. You’re doing them because they work for the business and you have the enthusiasm and engagement and the business reasoning to go forward with it.”

This approach works whether you are a London-based hospitality company needing to meet regulatory compliance requirements, or a healthcare organisation seeking affordable ESG consulting alternatives to traditional consultancy fees.

Consider factors specific to your situation:

• Your sector-specific ESG requirements
• Your business size and structure
• Geographic location and local priorities
• Industry sector and its particular challenges
• Whether you manufacture products or provide services
• Your workforce composition and working arrangements
• Local sustainability initiatives and regulatory landscape

Taking the first step

Starting your ESG journey for growing businesses doesn’t require perfection – it requires clarity of purpose and a practical sustainability roadmap. Begin with understanding your current position, define where you want to go based on your business context and compliance needs, and then map out the practical steps to get there.

At FuturePlus, we help UK businesses navigate their ESG compliance journey with practical, business-focused strategies that work as an affordable alternative to traditional sustainability consulting. If you’re ready to cut through the noise and create a meaningful ESG framework for your business, we’re here to help.

Find out more by booking a discovery call today.