Beyond the backlash: why top companies are doubling down on JEDI with the new B Corp Standards.

Justice, Equity, Diversity and Inclusion (JEDI) are emerging as non-negotiable foundational pillars for building resilient, future-proof businesses. And the new B Corp standards aren’t just endorsing this shift, they’re driving it. By including JEDI as a core impact topic, the standards are moving companies beyond data collection to actively implementing specific actions that address systemic inequalities and create more inclusive workplaces.

While some corporate rhetoric suggests a backlash against DEI initiatives, many leading companies remain deeply committed to this work and not only because advancing equity is the right thing to do. It’s a strategic imperative. Investing in JEDI builds more innovative, resilient and competitive organisations. 

The new B Corp standards offer a practical and values-aligned framework to guide and support this work. But it can be confusing, which is why at Greenheart, we help businesses navigate this transition. An effective JEDI strategy is not a one-size-fits-all solution; it’s a bespoke plan rooted in your company’s unique context. We’ve summarised three key steps to take when developing and embedding a JEDI strategy that works for your business and aligns with the new B Corp standards:

1. Understand your context, don’t presume

A successful JEDI strategy starts with a deep and honest understanding of your organisation. This is an opportunity to move beyond assumptions and engage directly with your people and the communities you operate in.

• Internal analysis: begin by gaining a clear picture of your workforce’s makeup, including demographic representation and pay equity. Participation must always be voluntary, and data collected should remain anonymous. Where possible, explore diversity within specific areas of your team – such as management – but take care not to compromise individual anonymity.
  The new B Corp standards are designed to support this journey. The JEDI impact topic encourages companies to collect relevant data, use that data to inform and commit to a JEDI action plan, and progressively adopt more actions as they mature. For larger organisations, this means not just collecting raw demographic data but contextualising it within workplace metrics such as promotions, training opportunities and working hours.
  Use these insights to identify barriers to engagement and progression, and approach the findings with curiosity rather than assumptions about the root causes.
• External expertise: remember to look beyond your own walls (and biases). Engage with local communities and specialist organisations and be willing to pay for this knowledge. These groups hold valuable expertise that can provide real insight and ideas based on their own unique perspectives and experiences. 
• Materiality matters: identify which JEDI issues are most material to your business. This can be integrated into a broader materiality assessment. A focused, prioritised approach is far more effective than a generic one.

2. Make a plan based on your material issues

Once you have a clear understanding of your context, you can develop a robust action plan. The new B Corp standards provide a helpful structure, categorising actions into three areas: Foundations, Within the Workplace, and Beyond the Workplace. This encourages a wide-lens view of your potential impact.

Here are some examples of actions that could be included in your plan:

• Foundations: publicly commit to JEDI principles, conduct an equity audit, and provide leadership training on inclusive practices.
• Within the workplace: establish Employee Resource Groups or affinity groups, implement inclusive hiring and mentorship programs, and ensure communication tools are accessible.
• Beyond the workplace: improve website accessibility, integrate supplier diversity into your procurement process, and conduct inclusivity assessments for your key products and services.

It’s essential that your plan is developed in collaboration with your stakeholders, especially employees. This ensures you are addressing the right issues and also secures early buy-in for successful implementation. While this takes time, it is critical for a plan that is inclusive by design.

3. Embed the plan and its impact

As with any strategic business initiative, governance is key to a successful JEDI plan.

• Accountability: establish clear ownership of this plan. Who will be responsible for its success? Will a dedicated working group lead the effort, or will accountability be embedded across departments? Appoint a senior sponsor to champion the vision, provide strategic guidance, and ensure commitments are met.
• Measurement: define how progress will be measured and establish clear processes for tracking results. Set timelines for when progress will be reviewed and determine how outcomes will be reported both internally and externally.
• Feedback and adaptation: establish mechanisms to gather feedback from employees and other stakeholders. Your plan should be a living document, reviewed and updated over time to remain relevant and effective.

Why this is an opportunity for organisations

The new B Corp standards on JEDI are a powerful tool for harnessing the benefits of an inclusive and diverse organisation in a way that is relevant and appropriate for each organisation. They provide a clear framework to demonstrate your commitment, while offering the flexibility to address your unique material issues. This is an opportunity to build a business that is more resilient, more equitable and ultimately more profitable.

If you are looking to take your first step on your DEI journey or want to align your existing strategy with the new B Corp requirements, we can help. Our expertise in the new B Corp Standards, including the JEDI impact area, ensures your approach is robust, compliant and reflective of the organisation you strive to be.

What next?

Request a call back from one of the team to discuss how we can help you with your JEDI or B Corp journey.

Check out our website to learn more about our B Corp certification support services.