What if business was not just part of the problem but part of the solution? We believe business has the potential to be one of the most powerful tools for positive change. That belief is what drives our Good Hunter event series, where we bring together purposeful people to explore what it means to lead, build and grow differently. It is also the spirit that runs through the newly released B Lab AANZ Annual Report 2023–24, which lays out a bold, hopeful and practical vision for a better kind of business. One that places people and the planet alongside profit.
This is not just about certification. It is about opportunity. It is a chance to reinvent how we think about business and reimagine its role in society. As B Lab AANZ CEO Andrew Davies writes, “We are making progress, and what we can see from these pages is a growing body of evidence showing that businesses can be designed for positive social and environmental impact, and be sustainably profitable.”
We are at a turning point. The B Corp™ movement is showing us what is possible.
What is B Corp™? A Blueprint for Better
B Corp™ Certification is not a marketing tool or a quick win. It is a rigorous, independent assessment that holds businesses accountable across five core areas: governance, workers, community, environment and customers. To certify, a company must embed purpose into its legal structure. It must be accountable to all stakeholders, not just shareholders.
Globally, more than 9,000 companies are now Certified B Corporations, operating across 100 countries and more than 160 industries. In Australia and Aotearoa New Zealand, the movement has grown to 736 B Corps employing over 44,000 people and generating more than $23 billion AUD in combined revenue.
This is not a trend. It is a growing community of businesses showing the world that better is possible.
“The B Corp™ movement is a compelling case for change beyond individual business,” the report says. “It is a signal that businesses can and should consider the interests of all stakeholders in their decision making.”
B Corps in Action: Real Results, Tangible Impact
Impact areas
The data in the Annual Report makes one thing clear. B Corps are outperforming traditional businesses across critical measures of impact:
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They are twice as likely to be carbon neutral
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They are 2.8 times more likely to assess their environmental impact
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They are 3.4 times more likely to publish impact reports
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They are nearly five times more likely to prioritise suppliers from underrepresented communities
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They are more likely to analyse and address pay equity issues within their teams
These are not abstract ideals. They are measurable commitments to change. B Corps are building models that serve people, the planet and profit together. This is the kind of leadership we need across all sectors, and it is aligned with the work we are proud to do through projects like Jenny’s Place and BrightSky, where trust, inclusion and community connection are central to the strategy.
The Journey Does Not End at Certification
One of the most powerful themes in the report is that certification is not the destination. It is the beginning of an ongoing journey.
“Being a B Corp™ is the antithesis of ‘set and forget’,” the report states. “It is a commitment to continuous improvement, transparency and accountability.”
Every B Corp™ is required to recertify every three years. Along the way, they are expected to improve, evolve and step more fully into their role as agents of change. The standards themselves are changing too, with a new, more ambitious framework set to launch in 2025. This shift is not just about maintaining credibility. It is about rising to meet the challenges of our time with courage and clarity.
We often talk about the need for leadership that is not just informed but transformed. It’s a mindset rooted in continuous growth, one that recognises that trust, not just output, is the true foundation of long-term success.
Beyond the Movement: A Vision for Systemic Change
The most exciting thing about B Corp™ is not just what it does for individual businesses. It is how it influences the system itself.
B Lab AANZ is now investing in cultural and structural change across the broader economy. That includes policy advocacy, coalition-building and new tools for education and impact. Their initiatives are helping to raise awareness, shift public understanding and invite more businesses into the conversation.
This aligns beautifully with the vision behind Good Hunter — a space where we invite people to think differently, share ideas and take meaningful steps toward a more conscious economy.
Where You Can Start
This movement is not closed. It is open to any business willing to lead with purpose.
If you are curious about B Corp™ or exploring how your business could contribute to something greater, here are some next steps:
- Take the free ‘Behind the B’ online course
Explore the course here
- Start your own B Impact Assessment
Access the tool here
- Join us at Good Hunter
View upcoming events
Explore our Conscious Brand Programs
A New Story for Business
In the closing pages of the Annual Report, B Lab reminds us: “Our global vision is for an inclusive, equitable and regenerative economy.” That vision is not a dream. It is a plan in motion. And every purpose-led business has a part to play. The B Corp™ movement is a reminder that we do not need to accept the old rules. Business does not need to serve shareholders at the expense of everything else. It can serve communities. It can serve country. It can serve the future. This is a rare moment of possibility. Let us not waste it. Let us build businesses that make things better.
