Channel 4 Sales, the broadcaster’s commercial division, has announced a competition exclusively for UK-based Certified B Corporations (B Corps), offering five winners a share of £600,000 in free advertising airtime.
The initiative, launched in partnership with B Lab UK, aims to highlight businesses that meet high social and environmental standards while challenging misconceptions around sustainable business practices.
Showcasing Businesses as a Force for Good
Titled “Channel 4 Proudly Supports B Corp: Using Business as a Force for Good”, the competition seeks to raise awareness about what it truly means to be a B Corp. Each winning company will receive £120,000 in commercial airtime on Channel 4’s main channel, which reaches nearly 32 million adults per month, offering them a powerful platform to attract new customers.
The initiative aligns with Action 5 of the Ad Net Zero Action Plan, which encourages advertisers to use their influence to drive positive consumer behaviour changes.
Channel 4’s Commitment to Sustainability
Channel 4 has long been a leader in addressing climate and sustainability issues through its programming, but this initiative marks a significant off-screen effort to support businesses driving sustainable change.
The broadcaster’s own sustainability goals, verified by the Science Based Targets initiative (SBTi), include 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.”
A Growing B Corp Movement
B Corps, which are businesses certified for their high social and environmental performance, are growing rapidly in the UK. Ros Holley, Director of Communications & Marketing at B Lab UK, welcomed Channel 4’s initiative:
“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.
To qualify, applicants must be Certified B Corps, demonstrating strong social and environmental impact, transparency, and accountability.
This latest move by Channel 4 reinforces its dedication to promoting sustainability—not just through its programming, but by actively supporting ethical and responsible businesses in the advertising space.
