What B Corp Brands Are Getting Right About Messaging (And Why It Matters)

When it comes to content, there’s a lot of noise out there. So much so, that it’s getting to a point where we’re not sure who or what information to trust. We’re not sure who really, truly believes in and stands by what they write either.

So when a business finds a way to rise above the scroll and really, truly connect — not just convert — it’s worth paying attention.

Especially when that business is a Certified B Corporation.

In case that term is new to you: B Corps are companies that meet high standards of verified social and environmental performance, transparency, and accountability. They’re not just focused on profit; they’re building businesses that benefit all stakeholders — workers, customers, communities, and the planet. Think of it as the new triple bottom line: people, profit, planet.

And here’s the thing: you can feel that when they talk.

They live it.

They breathe it.

There’s a consistency — not just in voice or visuals, but in the vibe. B Corps show us what it looks like to communicate from a place of purpose over polish, of mission over marketing.

This month (April), in honor of Earth Month — a time dedicated to raising awareness about environmental issues and encouraging action to protect our planet — we’re sharing six B Corps who are doing messaging and communications well.

Patagonia: Clarity with Conviction

You don’t need to scroll far on Patagonia’s site or Instagram feed to get what they’re about. This is a company that leads with values and backs it up with action — and that comes through in how they write and communicate.

Their messaging is consistently bold, clear, and transparent. No fluff. No performative “look at us!” marketing. Just conviction.

Take this line from their “About Us” page: “We’re in business to save our home planet.”

It’s not a tagline. It’s a mission — and it shows up everywhere. From product tags to policy statements, their communications walk in lockstep with their bigger vision. That consistency builds trust, not just brand.

THE TOTH SHOP TAKEAWAY: Start with why — and stick with it. Own it. Don’t be afraid of being direct or values-forward. The people who are aligned will lean in.

Ben & Jerry's: Advocacy Meets Approachability

Ben & Jerry’s doesn’t shy away from hard conversations — racism, climate change, voting rights — and they do it in a way that feels human and accessible.

Their brand voice is playful, yes, but never flippant. They’ve mastered the art of marrying activism with approachability. One minute you’re learning about systemic inequity, the next you’re nodding along to a breakdown of racial justice written in plain, clear language — all under a banner of ice cream swirls.

One example: their “Justice ReMix’d” campaign, a partnership with the Advancement Project to address criminal justice reform. The flavor came with action steps, education, and a call to get involved — not just consume.

THE TOTH SHOP TAKEAWAY: Big messages don’t require big words. Educate without alienating. Use the voice your audience already trusts to bring them into deeper, values-based conversations.

Bigelow Tea: Tradition and Transparency

Bigelow Tea, a family-owned company since 1945, has embraced B Corp certification to reinforce its longstanding commitment to ethical sourcing and environmental

stewardship. Their messaging emphasizes the harmony between tradition and sustainability. By highlighting initiatives like their solar-powered facilities and community engagement programs, Bigelow communicates a narrative that respects heritage while actively contributing to a better future.​

THE TOTH SHOP TAKEAWAY: Integrate your company's history with its sustainability goals to create a compelling story that resonates with both long-time customers and new audiences seeking authenticity.​

Mindful & Good: Purpose-Driven Design That Speaks Volumes

Mindful & Good, a woman-owned B Corp Certified design studio, specializes in creating

sustainable brands that stand for something. Their messaging is rooted in clarity and purpose, reflecting a commitment to social and environmental impact.

Their tagline, “Sustainable Design That Ignites Positive Change,” encapsulates their mission to craft brands that not only look good but do good. By focusing on natural, organic, and purpose-driven businesses, they ensure that every design decision aligns with a larger vision of sustainability and positive change.

THE TOTH SHOP TAKEAWAY: Align every aspect of your communication with your core values. Let your mission guide your messaging to create authentic connections.​

Athleta: Empowerment as a Brand Standard

Athleta — the performance apparel brand under Gap Inc. — holds dual certifications: as a B Corp and as a brand designed by women, for women.

Their messaging lives at the intersection of movement and meaning. Whether it’s highlighting the stories of everyday athletes or advocating for extended sizing and body inclusivity, they use their platform to make empowerment feel tangible.

One campaign line: “The Power of She.”

It’s not about selling leggings — it’s about celebrating women’s strength in every form.

THE TOTH SHOP TAKEAWAY: When your messaging champions your audience (instead of just selling to them), you create loyalists, not just customers

Solberg Manufacturing: Transparency and Purpose in Industrial Filtration

Solberg Manufacturing, a Certified B Corporation, specializes in industrial filtration solutions. Their commitment to corporate social responsibility is evident through their

comprehensive annual Benefit Reports, which detail their initiatives across seven key areas: People, Planet, Product, Property, Power, Prosperity, and Philanthropy. These reports align with B Corp's performance categories, showcasing Solberg's dedication to responsible manufacturing.​

In their 2022 Benefit Report, Solberg highlighted their efforts in sustainability, including the use of renewable energy sources and waste diversion strategies. They also emphasized their role in providing essential filtration products during the COVID-19 pandemic, demonstrating adaptability and commitment to their mission. ​

THE TOTH SHOP TAKEAWAY: By consistently publishing detailed CSR reports and aligning their operations with clearly defined values, Solberg exemplifies how transparency and purpose-driven communication can reinforce a company's commitment to social and environmental responsibility.

So What Are B Corps Getting Right?

They’re not just telling stories. They’re telling the truth — their truth. They’re showing up with clarity, consistency, and context. They’re not trying to be everything to everyone. They’re communicating with intention and, more importantly, with impact.

That doesn’t mean you have to become a B Corp to write and speak with purpose. But it does mean there's something powerful in watching how mission-driven brands show up in the world — and in learning from their courage to communicate like they mean it.

Because the best kind of message isn’t just about what you say. It’s about what you stand for.