When it comes to walking the talk on sustainability, B Corps don’t just show up—they show out. Certified B Corporations are companies that meet the highest standards of social and environmental impact, accountability, and transparency. Translation? Earth Day 2025 gave them the perfect stage (literally for Seventh Generation) to demonstrate their values on social media. In a sea of brands jumping on the green bandwagon, the best B Corps leveraged social media not just to celebrate the planet, but to spark action, rally communities, and model what real responsibility looks like in motion. Here are 4 brands that stopped our scroll this week during Earth Day.
Patagonia Launches A New Book – “Tools To Save Our Home Planet”
Brand Action
Patagonia launched Tools to Save Our Home Planet on Earth Day 2025—a changemaker’s guidebook filled with insights from over 50 activists. The book is more than content; it’s a tool for grassroots action, reflecting Patagonia’s long-standing commitment to environmental education. By uplifting the voices of global leaders and giving their community the knowledge to drive change, Patagonia isn’t just building brand loyalty—they’re sustaining a movement.
Why This Matters
This is a blueprint for what modern brand leadership looks like. Patagonia proves that investing in education and values-driven content deepens audience trust, extends lifetime value, and transforms customers into advocates. It’s not just about driving sales—it’s about driving alignment around a mission, and building a community that reflects brand messaging in a way that resonates deeply.
Ben & Jerry’s Focuses On Ingredients
Brand Action
Ben & Jerry’s took to social with a sharp, relatable message: “Climate change is coming for your favorite ice cream ingredients.” The post drives followers to take action via the Sunrise Movement—an organization focused on stopping climate change and creating millions of good jobs in the process. It’s a classic Ben & Jerry’s move: mixing bold activism with brand voice and a product truth their audience can’t ignore.
Why This Matters
This is values-led marketing in action and a case study in how to connect product relevance to purpose without losing authenticity. Ben & Jerry’s builds cultural capital by taking a stand, turning awareness moments into audience mobilization. It’s not just cause marketing; it’s brand advocacy with relatable reach that almost feels too personal.
Eileen Fisher Centered On Secondhand
Brand Action
Eileen Fisher handed over the digital keys to their secondhand arm, @eileenfisherrenew, spotlighting their take-back program and elevating secondhand shopping on their main site. The move reframed secondhand as a first-choice experience, reinforcing their commitment to circular fashion and reducing waste. The brand’s message was clear: sustainability isn’t a side project—it’s core to how they show up.
Brand Action
This signals the power of aligning business operations with environmental values in a visible, consumer-forward way. By letting their resale initiative take center stage, Eileen Fisher didn’t just promote eco-conscious behavior—they normalized it. This kind of activation deepens trust and builds long-term brand equity. They also earned bonus points by taking an action that added value to a consumer experience by making thrifting easier.
Seventh Generation Sponsored An Earth Day Drag Show
Brand Action
Seventh Generation flipped the script on traditional Earth Day messaging by teaming up with environmentalist and drag artist @pattiegonia for an Earth Day Drag Show in Minneapolis. The event was a vibrant, joy-filled call to climate action, blending performance with purpose and drawing a live audience into a shared moment of advocacy. By showing up offline in an unexpected, culturally relevant way, the brand created a real-world activation that was as memorable as it was meaningful.
Why This Matters
This activation shows how powerful it can be when a brand meets culture where it’s happening. It’s a reminder that bold, values-aligned partnerships and experiential moments can break through digital noise and build emotional resonance. Seventh Generation turned Earth Day into a celebration of community, creativity, and climate justice—demonstrating that sustainability doesn’t have to be somber to make an impact.
The Final So What?…
Earth Day 2025 proved that purpose-led activation isn’t just posting—it’s mobilizing. From drag shows to secondhand takeovers, top B Corp brands showed us that bold action builds real connection. The brands that win are the ones that show up with clarity, creativity, and conviction. Sustainability isn’t a trend—it’s a test of who deserves audiences’ trust.
