Understanding JEDI: What it means for B Corps and for Otonomee

In April 2025, B Lab — the nonprofit behind B Corp certification — rolled out a major shift in its standards.  

Among the most significant changes?  

The formal introduction of JEDI as a required impact area for all certified companies.

But what exactly is JEDI? Why does it matter? And what does it mean for a purpose-driven, remote-first company like Otonomee?

Let’s break it down.

What is JEDI?

JEDI stands for Justice, Equity, Diversity, and Inclusion. While many of us are familiar with DEI&A (A for Accessibility), JEDI goes a step further by putting justice at the core — recognizing that equity and inclusion require actively addressing and dismantling systemic barriers.

Where traditional DEI initiatives often focus on representation and belonging, JEDI asks companies to consider:

• Who has access to opportunities?

• Who has a voice in decision-making?

• How are systems reinforcing exclusion — and how can we change that?

In other words, JEDI is about more than values. It’s about action. It’s a force for good in the galaxy of business.

Why now?

B Lab’s updated standards mark a shift away from the previous points-based model to a framework of mandatory, measurable impact requirements across seven key areas — JEDI among them.

This evolution responds to a growing understanding: businesses have a responsibility to not only reduce harm but also to create systems that are equitable and just by design.

For certified B Corps, this means JEDI is no longer optional. It's a foundational part of being a better business.

What Does It Look Like in Practice?

Under the new framework, B Corps must:

1. Gather Data
   Companies are required to collect voluntary demographic and sentiment data from employees or stakeholders to assess equity gaps across their teams and operations.
   

2. Develop and Report on JEDI Actions
   Each company must set specific JEDI goals — from inclusive hiring and equitable pay structures to mentorship programs and supplier diversity — and report progress transparently over time.

These requirements aren’t just about ticking boxes. They’re about embedding JEDI into the DNA of how a company operates.

Why it matters for Otonomee

As a certified B Corp and values-led company, Otonomee has always placed people and purpose at the heart of everything we do. Our 6^th value We hear all voices has echoed that in all of our decision making since day one.

Therefore, the new JEDI requirements align naturally with our commitment to:

• Equitable access: Ensuring all team members, regardless of background or geography, have the support and resources they need to thrive.
  

• Inclusive culture: Creating a work environment where every voice is valued and heard.
  

• Responsible growth: Building a business that reflects the diverse world we live in, and contributes to its betterment.
  
  

As a remote-first organization with a globally distributed team, we’re uniquely positioned to lead in this space — and we see JEDI as an opportunity to deepen our impact.

What’s next?

At Otonomee, we’re currently:

• Enhancing how we collect and use team demographic data.
  

• Exploring new JEDI-focused initiatives that align with our culture and mission.
  

• Committing to transparency as we implement and evolve our equity strategy.
  

We know this work is never “done.” But we’re excited to embrace the challenge and continue learning — not just because it’s required, but because it’s right.

In Summary

The JEDI initiative represents a powerful evolution in how B Corps — and business at large — define success. It reminds us that purpose and impact are inseparable from equity and justice.

In essence, it’s a reflection of who we are and who we’re striving to become while staying true to our core mission: to be a force for equity, belonging, and purpose.

If you're curious about our journey or looking to start your own, we’d love to connect.

Contact us