We believe that the world is at a critical crossroads. Global business leaders need to come together to advance the wellbeing of people and the planet. In fact, we think business has to think this way in order to thrive.

The private sector can and must redefine both its responsibilities and its own terms of success; a Plan B for concerted, positive action that will ensure business becomes a driving force for social, environmental and economic benefit.

Business is now waking up to the reality that:

If we carry on using the natural resources of the world unsustainably, our planet will be unable to sustain human life.

With a burgeoning population, billions of people are still living in poverty and inequalities are increasing in many parts of the world.

Unemployment rates are at frightening levels in many countries.

Civil Society alone cannot solve the tasks at hand, while many governments are unwilling or unable to act.

While there are myriad reasons we’ve arrived at this juncture, much of the blame rests with the principles and practices of ‘business as usual’.

These are not the outcomes we envisioned as we grew our companies; this is not the dream that inspired us.

And the overwhelming conclusion we’ve reached is that businesses have been a major contributor to the problems, and we as leaders have a responsibility to solve them.

Therefore, if we leverage the many positives of business – the spirit of enterprise, innovation and entrepreneurship that has helped realise improvements in quality of life and enabled technological and scientific progress – we can create an unprecedented era of sustainable, inclusive prosperity for all.

The time has come for us to play our part.

That’s why we formed The B Team.

Our vision of the future is a world in which the purpose of business is to be a driving force for social, environmental and economic benefit.

Our mission is to catalyse a movement of business leaders driving a better way of doing business, for the wellbeing of people and the planet.

Plan A – where companies have been driven primarily by the profit – is no longer acceptable. It’s time for Plan B.

As business leaders, we know that what we’re proposing will be a challenge, or even an affront, to many of our colleagues and competitors.

But we’re confident that those who choose to work with us will see that in the long run what’s better for the planet and its people is also better for business.

And before we comment on the practices of others, we ‘Pledge’ that we will ‘Start at Home’.

We will focus on ourselves, our own businesses and industries, and do our utmost to ensure we meet the principles of better business.

We will work to overcome large-scale challenges. We will lead by example in our own companies, work with others to scale systemic solutions and, in the moments that matter most, use our collective voice and influence to accelerate progress.

The ultimate aim, with support, energy and ideas — and yes, constant, frank criticism — is to get thousands of business leaders committed to a better way of doing business.

We are calling on business leaders everywhere to:

Lead for the long run: Adopt longer reporting cycles and nurture inclusive, collaborative leadership focused on delivering long-term value to all stakeholders.

Foster Collaboration: Work with other businesses, governments, trade unions, and civil society to forge new partnerships that accelerate positive change.

Reinvent market incentives: Encourage government policies, corporate structures and tax systems that deliver the best outcomes for people and the planet, helping capital flow towards delivering true returns.

Drive Full Transparency: Be open, transparent and free from corruption, with good governance and accountability at all levels of our organisations.

Restore Nature: Ensure our companies significantly reduce their and invest in new business models that help regenerate the environment.

Scale True Accounting: Measure and communicate social and environmental impacts, as well as our plans for

Value Diversity: Cultivate and celebrate diversity, including gender, at all levels of business, while ensuring equality of opportunity for all employees.

Create Thriving Communities: Help create environments inside and outside our companies that enable employees and our communities to thrive.

Redefine Reward Systems: Support fair rewards in our companies, integrating social and environmental performance targets into our compensation systems, and champion efforts to close the pay gap throughout the business world.

Ensure Dignity and Fairness: Ensure that people throughout our supply chains are treated with dignity and respect, working in a safe, equitable and empowering environment, where they receive a fair share of the value they create and their rights are fully supported.

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