Jochen Zeitz and The B Team: Redefining Business for People and Planet
In 2013, Jochen Zeitz, then CEO of Puma, and Virgin Group founder Richard Branson launched The B Team—a nonprofit collective of global business and civil society leaders committed to transforming the way companies operate. Their mission: to shift from "Plan A"—business as usual focused solely on profit—to "Plan B," where companies prioritize sustainability, equality, and accountability.
Mission: Building a Better Way to Do Business
The B Team advocates for a new model of corporate leadership grounded in the triple bottom line: People, Planet, and Profit. Their initiatives focus on climate action, human rights, responsible tax practices, and inclusive governance. By challenging traditional business norms, The B Team seeks to create a more equitable and sustainable global economy.
Richard Branson
Achievements: From Thought Leadership to Action
Over the past decade, The B Team has influenced corporate practices worldwide. Notably, companies like Unilever and Kering have ceased quarterly earnings reports to focus on long-term sustainability goals. The B Team also played a role in advocating for the 2015 Paris Climate Agreement, emphasizing the importance of legally binding commitments to combat climate change.
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Jochen Zeitz
Supporters and Collaborators
The B Team's work is supported by a diverse group of foundations and organizations, including the Ford Foundation, Laudes Foundation, and Ingka Group (IKEA's parent company). These supporters provide both financial backing and strategic partnerships to advance The B Team's mission.
Leadership: A Global Collective
The B Team comprises influential leaders from various sectors. In addition to Zeitz and Branson, members include:
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Marc Benioff (Salesforce)
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Paul Polman (Unilever)
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Mary Robinson (Former President of Ireland)
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Arianna Huffington (Thrive Global)
Arianna Huffington
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Emmanuel Faber (Danone)
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Van Jones (Dream Corps)
The current chair is Jesper Brodin, CEO of Ingka Group.
As The B Team continues to challenge conventional business practices, it raises critical questions about the role of corporations in society. Is this a genuine effort to create a more sustainable and equitable world, or a strategic rebranding of capitalism? Either way, The B Team's influence on global business discourse is undeniable.
