Who exactly is "Gen B"? Musings from events at B Corp Week 2025

B Corp Month is always a time for reflection, celebration, and action. But this year, Seismic’s “GEN B: Driving Action This B Corp Month” panel discussion raised an exciting question: Who exactly is Gen B?

Much like Gen Z, which has become synonymous with activism, accountability, and purpose-driven work, Gen B represents a growing movement of individuals and businesses demanding better from the companies they work for and buy from. 

But unlike a traditional generation defined by birth year, Gen B is multigenerational - it includes everyone who believes business should be a force for good. Whether you’re a young professional pushing for impact-led careers, a seasoned executive embedding sustainability into governance, or a consumer making ethical choices, if you care about better business, you’re part of Gen B.

Featuring voices from across the B Corp movement - including Amy Bourbeau (Seismic’s Co-Founder & Chief Impact Officer), Mark Brown (Motability Operations), and Clay Brown (B Lab Global) - the session explored what it means to truly go beyond certification and take action that reshapes industries for the better.

At GoodFX, we love seeing B Corps challenge themselves to push the movement forward. So, inspired by the session, we’re unpacking some of the smart thinking shared by the panel and adding a few thoughts of our own on what this means for purpose-led businesses.

B Corps as catalysts for systemic change 

One of the most exciting aspects of the discussion was how B Corps are not just looking at incremental improvements but redefining what good business looks like. Amy Bourbeau set the stage by reminding us that B Corp certification isn’t just about proving you meet a standard - it’s about continuously raising the bar.

This resonated with Mark Brown from Motability Operations, whose team is tackling an incredibly ambitious challenge: transitioning 800,000 customers to electric vehicles (EVs) by 2032 while ensuring that disabled drivers are not left behind in the EV revolution. It’s a clear example of a business identifying both the positive and negative externalities of its operations and taking full responsibility for driving change.

Collaboration is key - And the B Corp movement knows it

The power of collective action was another strong theme. Clay Brown from B Lab Global spoke about the need for businesses to work together to tackle industry-wide challenges, pointing to initiatives like Tony’s Open Chain (Tony’s Chocolonely’s effort to create a fairer cocoa industry) and the B Beauty Coalition (B Corps in the beauty industry working on sustainable packaging).

At GoodFX, we see this every day in the work we do. Purpose-led businesses aren’t just competing in a traditional sense; they’re collaborating to solve shared problems. The question we should all be asking is: Who can we partner with to drive more impact? Whether it’s joining an industry coalition, co-creating resources, or simply sharing knowledge, working together is one of the biggest strengths of the B Corp community.

Governance and accountability - Embedding purpose at the core

One of the more under-the-radar but crucial parts of the discussion was the role of governance. Clay highlighted the work being done by companies like Tony’s Chocolonely, which has legally embedded its commitment to 100% slave-free chocolate through a golden share structure. Similarly, Faith in Nature has given nature a seat on its board, ensuring environmental concerns are represented in every decision.

For businesses looking to go beyond surface-level sustainability, governance structures matter. Having a clear framework for decision-making - whether it’s tying executive pay to ESG goals or legally embedding impact into company articles - ensures that purpose doesn’t get watered down over time.

The new B Corp standards - Raising the bar for impact

With the upcoming changes to the B Corp standards, the movement is about to get even more rigorous. The new framework will require all B Corps to meet minimum standards across key impact areas, including climate action, worker well-being, and circularity.

At GoodFX, we welcome this shift. It means that becoming a B Corp is not just about certification - it’s about a real commitment to continuous improvement. The challenge for all of us is to see these changes not as a compliance exercise, but as an opportunity to lead and set an example for others.

What is Gen B - And what’s next?

So, back to our original question: Who is Gen B?

It’s not just young people. It’s not just employees pushing for change from within. It’s not just founders rewriting their business models. Gen B is all of us—from consumers choosing purpose-driven brands to business leaders embedding sustainability into their governance structures. It’s a mindset, not a birth year.

The energy of the panel session was a reminder that B Corp certification isn’t the destination - it’s a tool to drive meaningful change. So, as we reflect on this year’s B Corp Month, let’s ask ourselves:

• How can we push our businesses further beyond certification and into genuine leadership?

• Who in our network could we collaborate with to amplify impact?

• Are we embedding purpose into our governance structures to make sure it sticks?

Huge thanks to Seismic, B Lab Global, and Motability Operations for hosting such a powerful discussion. If you missed it, we highly recommend checking out the session recording (if available) and joining the conversation.

At GoodFX, we’ll be continuing to explore these themes in our own work and can’t wait to see how the wider B Corp community steps up, collaborates, and leads the way.

Onwards, Gen B!