Dear Business Leaders,

Every business begins with a belief: that value can be created and shared. But today, that belief must go further. Creating value is no longer only about generating returns—it means ensuring families, workers, and ecosystems can survive and flourish.

The world around us is shifting faster than we imagined. Floods, fires, and heatwaves are no longer rare events, they are reshaping daily life. Conflicts and political divides are pulling societies apart. Trust in the very institutions we rely on is wearing thin. It is getting harder to predict what’s coming next, and harder to pretend that business can stand apart from it. 

And yet, pressure also creates possibility. Across the globe, leaders–not just at The B Team–are showing a different way forward: listening and collaborating across divides; creating jobs that offer stability and dignity; reimagining supply chains to protect nature; driving innovation that serves future generations; and harnessing technology in service of people and communities.

This kind of leadership isn’t new, but it is urgent. The belief that business must step up is no longer radical or optional. It is central to building resilience, earning trust, and securing value. Businesses thrive when people do. Business-smart can be climate-smart. Markets cannot function without trust.

We are on the way. The B Team and a growing community of business leaders are already proving the benefits of change. We don’t have all the answers. But we are asking better questions, taking smarter risks, and standing behind our convictions. Leadership is not what we promise, it is how we show up, what we prioritize, and the choices we make when it matters most.

If you’re building for the future, do it with others and with care.

If you hold power, use it with intention.

If you believe a better way is possible, have the courage to prove it.

This is not about lofty promises or perfect answers. It is about the decisions we make now and the future we will shape together.

Every business has a role to play. Join us.

Signed,

Jesper Brodin, CEO, Ingka Group I IKEA; Chair, The B Team 

Ester Baiget, President & CEO, Novonesis; Vice-Chair, The B Team 

Ajay Banga President, The World Bank 

Oliver Bäte, CEO, Allianz 

Marc Benioff, Chair, CEO & Co-Founder, Salesforce 

Sir Richard Branson, Founder, Virgin Group; Co-Founder, The B Team 

Sharan Burrow, Co-Chair, Taskforce on Inequality and Social-related Financial Disclosures (TISFD) 

Kathy Calvin, Former President & CEO, UN Foundation 

David Crane, Chairman & CEO, Generate Capital 

José Manuel Entrecanales Domecq, Chairman & CEO, ACCIONA 

Emmanuel Faber, Chair, International Sustainability Standards Board (ISSB) 

Christiana Figueres, Founding Partner, Global Optimism 

Ryan Gellert, CEO, Patagonia 

Mats Granryd, Former Director General, GSMA 

André Hoffmann, Vice-Chair, Roche Holding AG 

Arianna Huffington, Founder & CEO, Thrive Global 

Dr. Mo Ibrahim, Founder & Chair, Mo Ibrahim Foundation 

Van Jones, CNN contributor, Magic Labs Media President; DreamMachine.org Founder 

Dr. Ilham Kadri, CEO, Syensqo 

Isabelle Kocher de Leyritz, Co-Founder & CEO, Blunomy; Former CEO, Engie 

Guilherme Leal, Co-Founder & Co-Chair, Natura &Co 

Andrew Liveris, Chair Emeritus & Former CEO, Dow Chemical 

Hiro Mizuno, Founder & CEO, Good Steward Partners; former UN Special Envoy on Innovative Finance and Sustainable Investments 

Jacqueline Novogratz, Founder & CEO, Acumen 

Paul Polman, Former CEO, Unilever; Co-Founder & Chair Emeritus, IMAGINE 

Jean Oelwang, Founding CEO & President, Virgin Unite 

Mary Robinson, Former President of Ireland; Member, The Elders; Co-Founder, Project Dandelion 

Jessica Sibley, CEO, TIME 

Hamdi Ulukaya, Founder, Chair & CEO, Chobani 

Juan Carlos Mora Uribe, CEO, Bancolombia 

Zhang Yue, Chairman & Founder, Broad Group China 

Professor Muhammad Yunus, Chair, Yunus Centre; Nobel Peace Prize recipient 

Jochen Zeitz, President, CEO & Chair, Harley-Davidson, Inc.; Co-Founder, The B Team

"The Catalyst" is The B Team’s monthly newsletter which showcases ways in which leaders are advocating a better way of doing business. Subscribe to receive updates.