Channel 4’s commercial arm, Channel 4 Sales, has unveiled an exclusive competition for UK-based Certified B Corporations (“B Corps”), offering five winners the chance to share in £600,000 of free advertising airtime.
Partnering with B Lab UK – the non-profit behind the UK B Corp movement – Channel 4 seeks to showcase businesses that meet rigorous social and environmental standards and position them as a force for good in the marketplace.
The competition, called Channel 4 proudly supports B Corp: using business as a force for good, aims to increase public awareness of what it truly means to be a B Corp while challenging any misconceptions around sustainable business practices. Each winning company will receive £120,000 in commercial airtime on Channel 4’s main channel, which reaches nearly 32 million adults per month, giving them the potential to attract new audiences. In addition, the initiative supports Action 5 of the Ad Net Zero Action Plan by leveraging advertising to foster positive consumer behaviour change.
Channel 4 has long addressed climate and environmental issues through its programming. It now aims to extend its focus to off-screen efforts, encouraging the advertising industry to actively support sustainable practices. The broadcaster’s own company-wide targets, verified by the Science Based Targets initiative (SBTi), commit to a 90% reduction in Scope 1, 2 and 3 emissions by 2050.
“Channel 4 is renowned for addressing climate and sustainability issues in its programming to drive national conversations and inspire change,” said Ewan Douglas, Head of Sales Nations & Regions & Business Development at Channel 4 Sales. “We want to take that a step further by turning our attention to the impact of adverts and rewarding those who commit to sustainable practices. We’d encourage all eligible businesses to apply.”
Ros Holley, Director of Communications & Marketing at B Lab UK, added: “This is an exciting opportunity to empower B Corps across the UK to reach new audiences. As one of the fastest-growing B Corp communities in the world, UK B Corps of all sectors and sizes are proving that businesses can be a force for good. Channel 4’s mission to champion unheard voices aligns perfectly with our own goals.”
How to apply
Applications for the competition are open now , with full eligibility criteria available on Channel 4 Sales’ website: https://www.channel4sales.com/business-good/bcorp
All applicants must hold certified B Corp status, demonstrating high social and environmental performance, transparency, and accountability. This latest move by Channel 4 to promote sustainable advertising underscores the broadcaster’s commitment to advancing social and environmental agendas both on and off-screen.