The new B Corp Impact Topic: JEDI
12 june 2025
What is B Lab's new Impact Topic JEDI about?
B Lab has recently launched its new B Corp standards, raising the bar for what it means to be a responsible business. One of the most exciting developments (if you ask me) is the introduction of the new impact topic: Justice, Equity, Diversity, and Inclusion (JEDI). One of seven standalone B Corp impact topics.
Because: a more equitable society, where everyone has the opportunity to reach their full potential, can only be achieved if companies actively work on JEDI principles in their workplaces and across their value chains. And yes, it’s the right thing to do, but it makes business sense too.
Why is JEDI important (even more so today)?
In recent months, we’ve seen a disturbing trend unfold, especially in the U.S., with Diversity, Equity & Inclusion (DEI) programs being scaled back, defunded, or dismantled altogether. Some companies have paused or completely stopped their DEI efforts. This only reinforces the importance of JEDI and why it deserves to be a mandatory, standalone topic in the new B Corp framework.
All B Corps are now expected to meet JEDI requirements to ensure that equity is embedded in the very fabric of business operations — and that companies are actively working to dismantle systemic injustices within and beyond their organisations.
What JEDI is really about
JEDI stands for Justice, Equity, Diversity, and Inclusion.
Companies that commit to JEDI focus on:
- Justice: Dismantling the barriers to resources and opportunities that lead to inequality or exclusion.
- Equity: Providing fair access to opportunities tailored to individual needs —recognising that some people face additional disadvantages and need unique support.
- Diversity: Bringing together people with different backgrounds, perspectives, and identities — racial, cultural, gender-based, generational, or otherwise — and valuing those differences.
- Inclusion: Creating an environment where everyone feels welcome, respected, and empowered to contribute fully.
By taking a structured approach to JEDI, businesses can actively break down barriers for groups that have systematically been disadvantaged, and help people reach their full potential.
While JEDI is closely linked to human rights, the new standards treat these as separate impact areas. That’s because different frameworks, tools, and guidance often focus on one or the other.
JEDI is good for business
Beyond social responsibility, JEDI brings clear business benefits. Companies with strong DEI practices are shown to:
- Outperform their peers: Diverse teams offer a wider range of perspectives, experiences, and solutions. They’re often more creative, more adaptable, and better at spotting blind spots others might miss.
- Attract and retain top talent: Especially among younger professionals, who want to work for companies that reflect their values.
- Reduced turnover: When people feel respected and valued, engagement goes up — and so does productivity. When motivation increases, turnover drops.
Despite these proven benefits, various companies are now scaling back their DEI initiatives, even big companies like Google and McDonald’s. Budgets are being cut, departments dissolved, and programs rebranded under more ‘neutral’ language.
The risk of this retreat is big. When we ignore DEI, we reinforce status quo systems of marginalisation. But when businesses take action, they can be a powerful force in addressing these injustices.
How to bring JEDI to life
Under the new B Corp standards, companies are expected to develop and implement plans, policies, and initiatives that actively promote justice, equity, diversity, and inclusion, both internally and across their value chains.
This work is built around two key requirements:
JEDI 1 – Collect data to inform your JEDI actions
This first step is about collecting data to measure and monitor how your organisation is performing on JEDI.
Actions include:
- Hosting an annual discussion or sending out a survey to understand how your employees perceive JEDI in the workplace. Participation should be voluntary, and you also need to collect feedback on how people experienced the participation.
- Collecting and analysing demographic data (supported by a privacy policy).
JEDI 2 – Take action
The second step is about implementing a set number of JEDI actions — captured in an action plan — and transparently sharing your progress with stakeholders (employees at a minimum).
As a company, you can choose from a menu of 19 possible actions. Depending on your company size, you’re required to implement between one and seven of them. The bigger your company, the more actions are expected. And the specific actions you choose should be informed by your data (JEDI 1) and input from your stakeholders.
Some examples of concrete actions:
- Implement a mentorship program for employees from underrepresented groups.
- Implement or optimise an inclusive recruitment policy.
- Provide JEDI training for management/leadership.
More examples of possible actions can be found in the table.
JEDI - a call to action, not just a checklist
This structured approach ensures that companies don’t just talk the talk — they walk it and integrate JEDI values into their operational and strategic decisions. The JEDI Impact Topic isn’t about ticking boxes, it’s a call to action and about choosing the actions that fit your organisation best.
By making JEDI a core part of B Corp certification, B Lab challenges companies to go beyond performative statements and take real, measurable steps to tackle systemic injustice.
This blog is written by our strategy consultant, Anna Vlassov.
