Long known for its unwavering commitment to environmental and social responsibility, Dr. Bronner’s announced that it will not renew its B Corp certification when it expires in September 2025. According to the company’s official statement, the certification has “become compromised and remaining certified now contradicts our mission.” Dr. Bronner’s claims that multinational corporations like Unilever, Nespresso, and Nestlé have been certified without third-party verification of their supply chains and could use the certification as a marketing ploy to hide "unsustainable and unjust corporate practices.1”
Corporate initiatives under scrutiny
This move underscores a growing tension in the marketplace. While certifications like B Corp and USDA Organic have long been shorthand for credibility and integrity, engaged consumers — especially “Core” consumers who are most engaged in organic and sustainability — are beginning to question whether these standards go far enough.
Our research shows that consumers are willing to pay a premium for products that signal sourcing purity and higher quality,2 but that willingness is contingent on trust and credibility. Dr. Bronner’s decision not only sows public doubt, but raises a broader question: what makes any corporate initiative or certification truly authentic? For example, numerous high-profile corporations (such as Target, Walmart and Amazon) have walked back their diversity, equity and inclusion (DEI) efforts amidst regulatory changes and political scrutiny — drawing significant backlash and accusations of performative activism.
Questions worth considering
While Dr. Bronner’s stands out for doubling down on its commitments amidst corporate abandonment of DEI and sustainability initiatives, the truth is that its products are still sold at many of these retailers. Will Dr. Bronner’s continue trying to drive change from within the system, holding its retail partners accountable to their commitments, or will the brand upend its distribution and potentially risk sales to preserve its values? And would consumers ultimately reward this stance with their wallets?
50% of consumers say it is very important for companies to make business decisions with environmental and social impact in mind, and 66% consider sustainability at least sometimes in their overall purchasing decisions.3 However, there’s yet another tension between values and convenience. Consumers are indeed willing to change their shopping behavior to support their values, but they still expect corporations to make it easy for them.
Key takeaway
Ultimately, the consumer remains the final judge of authenticity, no matter the cause. Brands that listen and adapt to consumer values — rather than chasing trending certifications or social signals — will emerge as true leaders. Dr. Bronner’s has certainly made a loud bid for corporate accountability.
Sources:
1. Dr. Bronner’s is dropping its B Corp certification, Fast Company, February 2025
2. Beyond Organic 2024: Expanding Distinctions in Food & Beverage, Hartman Group
3. Sustainability 2023: Making Things Personal, Harman Group