B Corp UK launched a corner shop-inspired concept called Good News to raise awareness of eco-friendly brands. The store will showcase 300 products from 100 UK B Corp certified brands. The aim of the initiative is to educate consumers how they can buy better by highlighting brands that have sustainability and community at their core. To reinforce the goal, no products will be sold, shifting the focus to "purpose over profit."

Boxes of fresh air rather than cigarettes will be displayed behind the cash register. There's a free vending machine from Healthy Nibbles that uses social media as its currency, coffee from Origin, and a good-cause lottery that has social impact and community-driven prizes. Freuds, the B Corp-certified communications agency that developed the concept in partnership with B Corp UK, is hosting a "payphone" hotline where it can be contacted for free cause-related PR advice.

B Lab UK Executive Director Chris Turner said: "After two years in a virtual world, to see this brought to life in the real world is particularly exciting—a physical anchor that our community needs to bounce back and hopefully the start of something special."

Good News was fabricated using upcycled materials, and any product waste will be donated to The Felix Project, where it will be distributed to local community projects and those in need.

There are now over 4,600 B Corps worldwide redefining what success looks like in business by transforming our economic system for the better through a commitment to positively impact all stakeholders—workers, communities, customers, and our planet.

The store is located on Rathbone Place off London's Oxford Street and will be open through March 3, Monday to Saturday from 10am to 6pm.