B Lab
Creating a cultural movement around a new generation of business leadership.
The work
In early 2025, B Lab Global invited Zeus Jones (a Certified B Corporation™) to create a campaign for B Corp Month to generate excitement and participation from the 9,000+ Certified B Corps worldwide. The challenge? Keeping the movement’s energy fresh and culturally relevant while maintaining its credibility as a longtime leader in responsible business.
Companies all over the world are recalibrating their commitments to social good. In the United States, some are rolling back their work in DEI and activist causes, while in other parts of the world, businesses are doubling down. The B Corp movement needed to assert its role as a force for forward momentum everywhere — not just in policy, but in cultural leadership. Rather than celebrate past successes, the campaign needed to invite the next wave of leaders into the fold.
Our answer? The Gen B campaign: a rallying cry for businesses and rising leaders who refuse to retreat from progress.
Our roles
- Global Strategy & Stakeholder Alignment
- Brand & Narrative Development
- Creative Concepting & Design
- Campaign Transcreation & Production
The Opportunity
A new generation of leadership.
The B Corp movement has grown rapidly, but with scale comes the risk of dilution. As a brand, B Lab needed to stay true to its activist roots while adapting to an evolving cultural and business landscape. At the same time, global teams voiced both excitement and uncertainty about Gen Z’s rising influence — an audience that expects real action, not just rhetoric.
Against the backdrop of retreat from some parts of the business world, we saw an opportunity to position B Lab™ as the home for a new kind of business leadership, inspired by the energy of the emerging generations of today.
Our Approach
Meet Gen B.
For B Lab, good leadership means evolving with the times without being spineless, raising your voice instead of getting in line, moving forward instead of rolling back. We saw that a new generation of leaders is already acting on these ideas — and shaping the future of the world in the process.
We called it Gen B.
Taking inspiration from Gen Z's acknowledgment of the power of business and the need for accountability, Gen B represents a mindset, not an age group. This generation isn’t defined by birth year, but by an attitude of leadership and progress.
The Gen B campaign brought this vision to life through a powerful narrative that positioned B Corps as part of “a new generation of leaders using business as a force for good.” We created a striking visual identity that broke away from the traditional clean, minimalist nonprofit aesthetic, embracing a more futuristic, abstract design that conveyed momentum and transformation. The B shape itself was used in dramatic new ways — expanding and stretching to symbolize growth, change and forward motion.
“It has that creative magic where it feels fresh, but is totally in keeping with the spirit of the brand.”
Charlotte Levitt, Global Director of Marketing & Communications at B Lab
The Outcome
A unified, future-facing movement that won’t back down from demanding progress.
By defining Gen B as a mindset rather than a specific demographic, we ensured the campaign resonated across industries, regions and cultural contexts. We worked with B Lab teams around the world to translate our campaign toolkit — including customizable posts and assets, design guidance and activation ideas — into 16 languages for use around the world.
The campaign launched globally in March 2025, and has proven to be a powerful unifying idea for B Lab's global teams—and the thousands of Certified B Corps who are creating a better world through action.
“Our team was always impressed by the energy and optimism of Certified B Corps. They're creative, diverse, vocal leaders who balance big actions with honesty and accountability. It felt like a generational shift from traditional businesses, so introducing the world to Gen B felt natural.”
Alex Gaterud, Creative at Zeus Jones
Our team
Alex Gaterud
Braden Stadlman
David MacDonald
Idee Douglas
Jordana Rothman
McKenzie LeWin
Sarah Youngquist
B Lab team
Charlotte Levitt
Tom Hedges
