The Challenge
B Lab U.S. & Canada, part of the nonprofit network leading the certification of B Corporations, entrusted Yulu to build a strategy to shift the behavior, culture, and structure of capitalism, in service of a more equitable economy and world – no small task.
The Strategy
Yulu developed an integrated strategy focused on accelerating awareness of B Lab U.S. & Canada’s initiatives and thought leadership in shifting business culture. Central to our execution is a commitment to telling B Lab U.S. & Canada’s story authentically, boldly, and with the same passionate advocacy that has been core to the movement since its early days. We conducted key voices interviews and undertook extensive benchmarking research to identify focus areas where B Lab can have the greatest influence, and to inform the development of key messaging and a response framework for emerging issues – critical for a sociopolitical climate where anti-ESG and -DEI narratives are gaining traction.
The Results & Impact
Yulu’s integrated communications approach elevates B Lab U.S. & Canada’s thought leadership, propelling the movement to transform the business world. We conceived innovative campaigns focused on business-led advocacy and upholding civil rights, carried out media relations for programs focused on equity building and justice, and secured speaking opportunities at the region’s most sought after forums, including the Aspen ESG Summit and Greenbiz. Our efforts secured media coverage in key trade and top tier outlets, including the New York Times, Triple Pundit and Forbes, all in support to accelerate the mission to transform the global economy to benefit all people, communities, and the planet.
