Purpose-Driven PR Rooted in Integrity, Impact & Community
Purpose & Philosophy
At Yulu, engaging with organizations that look beyond the bottom line and challenge the status quo isn’t just part of what we do: it’s the reason we exist. We don’t treat “impact” as an add-on. Instead, we center it in every story, every campaign, and every client collaboration. We are the heart and minds behind the global Impact Communications Institute (ICI), advancing a new standard for relentlessly authentic and purpose-driven communications.
Our Commitments to Integrity & Transparency
As one of the first PR agencies in Canada to earn B Lab’s B Corporation certification (2015) and register as a Benefit Company (2020), Yulu embraces rigorous social and environmental responsibility, public transparency, and legal accountability. This commitment underpins our culture, our systems, and the work we deliver, ensuring accountability is built in, not optional.
Building & Sharing Our Community
We believe impact is collective. That’s why we co-founded the ICI: to bring together communicators, purpose-driven brands, changemakers and allies around shared values of authenticity, equity, and ethical messaging. Through community, we build trust, drive industry standards, and amplify voices for social and environmental good.
Measurable Impact & Reflection
Commitment without accountability falls short. That’s why each year we publish a comprehensive Benefit Report: a transparent reflection of the impact our work helps generate, the strategies that moved the needle, and the community outcomes we helped support. It’s our way of holding ourselves to the same standard we ask of our clients.
Educating & Empowering Through Language
Navigating the world of purpose-driven work and social impact can be complex, even overwhelming. To help, we maintain a continually updated Social Impact Glossary. This resource helps clarify evolving terminology across sustainability, equity, responsibility, and impact communications, making it easier for changemakers, organizations, and allies to speak a common language and build shared understanding.
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FAQ
What does it mean that Yulu is a B Corp and Benefit Company?
It means we meet rigorous standards of social and environmental performance, accountability, and transparency. In addition, as a certified B Corp and registered Benefit Company, we commit legally and ethically to balancing profit with purpose. This ensures that our decisions consistently reflect the well-being of people, planet, and community.
Why does Yulu publish a Benefit Report?
We believe real impact must be measurable and transparent. For this reason, the Benefit Report is our annual reflection — showing what we’ve helped create alongside clients, where we succeeded, where we’re learning, and how we’re holding ourselves accountable. Ultimately, it reinforces our commitment to continuous improvement and shared responsibility.
What is the Impact Communications Institute (ICI)?
The ICI is a global network co-founded by Yulu that unites communicators, brands, nonprofits and changemakers around a shared standard of honest, ethical, purpose-driven communications. Through this collaboration, the ICI disseminates best practices, builds capacity, and elevates impact-first storytelling worldwide. As a result, it helps strengthen the profession and accelerate positive change across sectors.
How does Yulu support accessibility and inclusivity in impact communications?
Through transparent practices, shared language (via our Social Impact Glossary), and a commitment to equity-centered storytelling, we work to ensure communications are inclusive and honest. Furthermore, we strive to empower meaningful engagement across communities by promoting clarity, representation, and accessibility at every stage of the communications process.