In February 2021, the Better Business Bureau (BBB) began piloting a new program to help consumers identify purpose-driven businesses in their communities. The new program, called BBB4Good, is being offered in select communities and will be expanded throughout the year.

By connecting purpose to their bottom lines, purpose-driven businesses are reshaping economies and reinvigorating communities. By choosing a higher purpose, these organizations can make significant social and/or environmental impacts in their communities.

Purpose + Profit is Changing the Marketplace

Research shows that more consumers, particularly younger people, seek to spend their dollars with businesses that are making the world a better place. In 2019, the Business Roundtable announced the release of a new statement on the purpose of a corporation signed by 181 CEOs who committed to leading their companies for the benefit of all stakeholders – including customers, employees, suppliers, communities, and shareholders.

This movement has continued to grow, even during a global pandemic. According to a 2020 global research study that evaluated more than 75 brands, global consumers are four to six times more likely to trust, buy, champion, and protect those companies with a strong purpose over those with weaker ones. Following the racial injustice protests in 2020, a Porter-Novelli study found that 85 percent of Americans expect companies to help address racial inequality (up from 81% in 2018).

Why BBB4Good? Trust Matters. 

With more consumers seeking to spend their dollars with purpose-driven businesses, more businesses are in turn creating cause marketing campaigns to attract this audience. With trust declining overall for all institutions, some consumers have grown skeptical about social good claims being promoted by businesses. Consumers have long relied on BBB to provide them with the information they need to identify trustworthy businesses.

BBB4Good builds upon BBB Accreditation, empowering people to choose businesses that are doing good for the world. BBB Accreditation is a commitment to being a good/trustworthy business by upholding the BBB Standards of Trust such as truth, transparency, responsiveness, integrity, and safe-guarding privacy.

The BBB4Good program allows purpose-driven businesses to be vetted against the “BBB4Good Standards” and (if approved) display a “BBB4Good Trustmark,” providing customers with confidence they are supporting businesses that are committed to a higher purpose.

Need More Information?

The BBB4Good program is being piloted in select communities in 2021. General questions about the program can be directed to Institute [at]