BBB® Launches BBB4Good

The meaning of trust in business is evolving. Consumer expectations for companies to lead with purpose continues to rise, as studies show 84% of consumers call for transparency on how they are following through on their promises to people, the planet and society. Better Business Bureau® Pacific Southwest (BBB) is proud to announce BBB4GoodSM to validate and spotlight the growing sector of purpose-driven businesses that are positively impacting their communities through the power of business.

BBB4Good builds upon BBB Accreditation and enables trustworthy, purpose-driven businesses to become ”BBB4Good Verified” by vetting their activities against both BBB Standards for Trust and BBB4Good Standards of higher purpose, community engagement, authentic marketing, and social and/or environmental impact substantiation.

“At BBB, we stand for what’s right not only in business, but for our entire ecosystem. We are guided by our mission to ethically contribute to social well-being and support those bringing value to our people, community and environment. We’re thrilled to be among the first of only six BBB locations in the U.S. and Canada to spearhead this important program to identify businesses that are committed to the same philosophy,” said Matthew Fehling, President/CEO for BBB Pacific Southwest.

By searching the growing list of purpose-driven businesses on, consumers can find businesses that are creating value in their communities and have their dollars impact causes they care about. BBB4Good Verified Businesses will display the BBB4Good Trustmark.

“There are many trustworthy organizations in Greater Arizona and Southern California providing products and services while additionally addressing important social issues. These efforts are commendable, and BBB can play an important role in recognizing these companies and helping consumers find them,” additionally shares Fehling.

“BBB is building trust in this new sector of the marketplace by verifying that these businesses are, in fact, investing time, talent, and resources into the communities they serve.”

Businesses interested in BBB4Good Verification can apply at BBB4Good is being launched in six communities in the United States and Canada via the BBB Institute for Marketplace Trust, BBB’s educational foundation, following a two-year pilot program.


Reprinted by permission of the Better Business Bureau, © 2023.