Why JEDI Matters for the B Corp Movement

In April 2025, B Lab — the non-profit 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? We spoke with Chloe Healy, Community Manager for B Lab Ireland to explore why embedding JEDI as a core pillar is essential for the future of B Lab and the wider B Corp movement. Here’s what Chloe had to say:  

Can you walk us through how the B Corp framework has evolved to explicitly include JEDI as a pillar? What prompted this shift?

Since the B Lab Standards were first launched in 2006, they have always included elements of JEDI. In the current B Impact Assessment, this shows up in the Community and Workers areas through questions on high-to-low pay ratio, supplier diversity, inclusive hiring, and Impact Business Models that support underserved communities.

The new standards, represent a significant leap forward: JEDI is now a standalone Impact Topic, with mandatory requirements for all companies. Rather than earning points through a flexible scoring system, businesses must now meet specific requirements and complete a minimum set of JEDI actions. This shift recognises that systemic barriers remain, and that advancing equity and inclusion requires every B Corp to take deliberate, measurable steps to create workplaces where everyone can thrive.

Why was it important for B Lab and the B Corp movement to move beyond implicit values of fairness and equity to a more formalised focus on JEDI?

While values like fairness and inclusion have always been part of the B Corp movement, historic and ongoing systems of inequality show that implicit values alone are not enough. To address these realities, companies need specific and intentional plans to embed justice, equity, diversity, and inclusion into their organisations and value chains. By creating a dedicated JEDI Impact Topic, B Lab is making the importance of this work explicit. The message is loud and clear: all companies must be working on JEDI. This is not a “nice-to-have,” but a fundamental requirement for creating safe, inclusive workplaces.

How has the inclusion of JEDI been received by Irish companies either pursuing or already holding B Corp certification? Has it sparked new conversations or challenges?

The inclusion of a dedicated JEDI Impact Topic has sparked both enthusiasm and reflection. Many B Corps here are already strong in areas of the B Impact Assessment, such as inclusive hiring, pay equity, and workers' rights, but the new requirements encourage companies to go further— from ensuring leadership teams reflect community diversity to redesigning products or services to be more inclusive. While this shift may bring some challenges, the flexibility built into the JEDI framework means companies can choose actions that are most relevant while still meeting the intent of advancing JEDI.

What does the JEDI pillar look like in practical terms for companies — are there particular metrics, policies, or commitments they’re now asked to demonstrate or measure?

The new JEDI Impact Topic asks companies to move beyond values statements and show concrete action. It guides companies to actively advance principles of justice, equity, diversity, and inclusion within their workplaces and value chains by first measuring differences between groups and gathering feedback from stakeholders. Based on this analysis, companies then select and implement JEDI actions from a concrete “menu of options.”. Examples include increasing diversity in senior leadership, adopting inclusive hiring practices, offering mentoring opportunities, developing an inclusive language guide, or redesigning a product or service for inclusivity.

Companies are not expected to implement every action. They select those that are most relevant, guided by worker feedback, local laws, and demographic data. This approach ensures accountability while empowering each company to translate broad principles into measurable, meaningful steps.

Do you see JEDI becoming even more deeply embedded in how Irish companies define purpose and impact in the next three to five years? What role do you think B Corp can play in shaping that future?

Yes, definitely! Organisations thrive when workers thrive, and the new standards make it clear that advancing JEDI is not a once-off exercise but a journey of continuous improvement. By Year three and Year five, B Corps will be required to increase the number of JEDI actions they are taking, meaning Irish companies will steadily advance justice, equity, diversity and inclusion more deeply into their impact strategies. We also know that investing in DEI brings real business benefits - from stronger talent attraction and employee retention to enhanced innovation and better customer experiences. A recent study by Core Research found that a significant 68% of Irish consumers prefer brands that treat employees fairly and provide equal opportunities. By providing a clear framework for action, B Corp Certification can help Irish companies to lead the way in making JEDI central to their purpose and long-term impact.

In summary

The formalisation of JEDI within the B Corp standards represents a powerful step forward — moving from values to action, and from aspiration to accountability. As Chloe highlights, this shift challenges companies to go beyond “business as usual” and embed justice, equity, diversity, and inclusion in practical, measurable ways. The journey may look different depending on company size, sector, or their starting point, but the direction of travel is clear: creating workplaces where everyone can thrive. JEDI is becoming central to how business defines purpose and builds long-term resilience.

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