Overview
B Lab U.S. & Canada is the nonprofit behind B Corp Certification in North America, representing a growing community of businesses that meet high social and environmental performance standards, legal accountability, and transparency.
Their mission: to transform the global economy to benefit all people, communities, and the planet.
With more than 2,000 certified B Corps in the U.S. & Canada and over 10,000 globally, representing more than 1 million workers, B Lab’s work extends far beyond certification – offering impact measurement tools, equity-focused programs, and convening platforms that mobilize businesses to address society’s most pressing challenges.
The Challenge
The value of third-party certification has never been more important – or more contested. As political polarization and anti-ESG sentiment surged in the U.S. and Canada, certification bodies face heightened scrutiny and misinformation. For B Lab U.S. & Canada, this meant defending the integrity of the B Corp Certification while also amplifying the broader role certification can play in building resilient, equitable economies.
B Lab needed a communications approach that could:
- Educate businesses and the public about why B Corp certification matters
- Highlight added-value programs like the Level Program, Racial Equity Impact Improvement Program, and the Business Guide to Advancing Climate Justice.
- Reach new audiences beyond the existing B Corp community.
- Position its executives as trusted thought leaders on stakeholder governance, climate justice, and economic systems change.
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 the commitment to ensuring that the message is as authentic, principled and bold as the movement itself.
Key initiatives included:
- Executive Thought Leadership: Drafting op-eds, keynote speeches, panels and LinkedIn articles from B Lab U.S. & Canada leaders on the future of responsible business, the evolution of the certification, and the role of companies in defending democracy, civil rights, stakeholder governance (e.g., OpenAI as a benefit corp) and climate justice, placing in outlets like ImpactAlpha
- Narrative Development: Crafting messaging that connected B Corp Certification to measurable impact, business resilience, and consumer trust.
- Proactive Media Relations: Prioritizing BIPOC-led media, trade publications, sustainability media, and value-aligned partners to reach underrepresented regions and sectors
- Crisis & Issues Management: Developing response frameworks and toolkits for climate disasters and community responses
- Program Storytelling: Elevating programs like the Level Program, Racial Equity Impact Improvement Program and the Business Guide to Advancing Climate Justice via media features, social media and podcasts to showcase tangible value and benefits beyond certification
- Podcast Promotion: Designing a robust earned, owned, paid, and shared media campaign for the launch of Get Down to Business: The B Corp Podcast
The Results + Impact
Yulu’s integrated communications approach elevates B Lab U.S. & Canada’s thought leadership profile in purpose-driven business transformation.
- Secured coverage in The New York Times, Forbes, Triple Pundit, and sector-leading podcasts, positioning B Lab’s programs as models for credible, impactful certification and spotlighting its equity-and justice-focused programs.
- Booked executive speaking slots at the Aspen ESG Summit, GreenBiz, and other leading sustainability and business events.
- Increased engagement with new audiences seeking trusted, values-driven business standards.
- Strengthened the organization’s narrative on the economic and societal value of certification, all in support of accelerating the mission to transform the global economy to benefit all people, communities, and the planet.
Services Provided
– Strategic communications & campaign planning
– Executive thought leadership & op-ed writing
– Community storytelling & case study development
– Proactive media relations & press office management
– Issues & crisis comms consultation
– Social media & LinkedIn strategy
– Podcast amplification strategy
– Internal governance & speaker training
Let’s Work Together
Looking to develop an integrated impact communications strategy that protects your brand while advancing bold values? Call or email us to set up a call at socialimpact@yulupr.com or +1 604-558-1656. Let’s build something impactful together.
