11 of March 2025
by Rosa Matos,
Stone Soup Consulting Founding Partner
Generation B: a movement reshaping business for a better future. Prioritising social and environmental impact, nearly 10.000 B Corps are proving another path is not only possible but essential. Stone Soup Consulting marks 9 years of using business as a force for good, committed to an equitable, inclusive, and regenerative economy.
In March, we join B Lab and the global B Corp community to celebrate what it means to be a certified B Corp and to raise awareness about the urgent need to transform our economy for the common good. Nearly 10.000 B Corps, representing close to 1 million employees across businesses of all sizes and industries, are proving that it is possible to balance purpose with profit while considering all stakeholders clients, suppliers, workers, communities, the environment, and shareholders.
For Stone Soup Consulting, becoming a B Corp has been a journey of continuous self-reflection and improvement. We have many reasons to celebrate these 9 years (since certification in 2016), and we take this moment to reflect on the choices we’ve made in pursuit of better practices and greater positive impact. This year’s B Corp Month, however, arrives at a pivotal point in global history, making it more crucial than ever to reaffirm B Lab’s vision of a global economy that is equitable, inclusive and regenerative – one that benefits people, communities and the planet. It also reinforces our unwavering commitment to this vision.
Now, more than ever, it is time for this generation – Generation B – of socially conscious business leaders and citizens to demonstrate that another path is not only possible but essential.
Embracing Generation B: what it means to us
For Stone Soup Consulting, becoming a B Corp was about aligning with a community of passionate individuals committed to upholding the highest standards of social and environmental performance, accountability, and transparency.
This became immediately clear when we first encountered the B Corp movement. It was especially encouraging when Pedro Tarak, a long-time friend, former colleague at Fundación Avina, and co-founder of Sistema B, encouraged us to join the B Corp community. And then, in 2016, we had the opportunity to meet Lénia Mestrinho and Afonso Fontoura – at the time, Director and Project Manager at B Lab Portugal – together with a group of aspiring B Corps at the “Acelerador B2” workshop for the B Impact Assessment. Their bold vision and unwavering commitment, combined with the wealth of experience and wisdom within that group, confirmed that this was the right space for us – a platform to learn from other like-minded businesses and contribute to improving the practices of our consultancy industry. We continue to be inspired by the spirit of collaboration we encountered at B Lab Portugal, Spain, Europe, Sistema B and B Lab Global, as well as by the many B Corp leaders we have met along the way. This is the generation whose values and vision we share, and whose energy and influence challenge us to grow into a better company.
The power of being part of Generation B
Joining the B Corp community means becoming part of a generation of passionate individuals committed to accelerating social change for a more sustainable future. These leaders act with integrity, relentlessly seek innovative solutions, and truly understand how to integrate sustainability into practice – not as a passing trend, but as a core value. This is why we were inspired to join the group of B Corps at COP25 in Madrid in 2019, where we formally committed to reducing our greenhouse gas emissions and set an ambitious goal of achieving carbon neutrality by 2030. It is also why we supported the campaign for the legal recognition of purpose-driven companies in Spain, collaborate with B Lab Portugal on similar policy initiatives, and remain eager to share our story with students keen to understand the model and companies interested in becoming B Corps.
We are proud to be part of a movement that has courageously embraced risk and continues to lead transformative, meaningful change.
Choosing business as a force for good
When we founded Stone Soup Consulting in 2008, amidst the global financial crisis, we were united by a strong belief that a better world was not only possible but achievable through innovative, collective solutions to address the world’s most pressing challenges.
Coming from international organisations committed to creating positive impact, we were determined to amplify our efforts. This led us to focus on strengthening initiatives and organisations working towards a better world for all – whether they advocate for human rights, support vulnerable populations, promote impact investing, use arts for community development, or safeguard vital ecosystems and Indigenous peoples’ rights. Despite the uncertainty of the times, we chose to build a business as the vehicle to combine our efforts and realise our vision of an empowered society. While we couldn’t create a social enterprise or purpose-driven business – concepts not established in Portugal – we crafted a social pact to safeguard our mission, we committed to reinvesting all profits to grow our model and fostered bold ethical, social, and environmental collective agreements to guide us on our journey.
Doing good, doing it right
We can confidently say that doing good and building a socially conscious business is embedded in our DNA. This is why B Lab’s vision of transforming the global economy resonated so deeply with us: it aligns with our commitment to creating positive social and environmental impact. For us, benefiting all stakeholders has always been the primary goal, with profit being just one of many objectives.
To bring this vision to life, we crafted a business model focused on maximising value for everyone in our community – professionals and clients alike. We built a lean operational structure, working mostly remotely, and prioritised fostering a supportive and healthy work environment. This allowed us to align our values with concrete shared best practices, fostering a culture of continuous improvement, while collaborating with organisations that share our ethical standards. Although we recognise that our model is still evolving, we are fully committed to refining it. The journey has been challenging, but the inspiration and motivation we draw from being part of the global B Corp community make it even more rewarding.
Pursuing real transformation for people and planet
B Lab’s vision of transforming the global economy to benefit all resonates deeply with us, yet it also humbles us, urging us to ask: Are we truly driving the positive change we seek?
Our focus is on strengthening organisations’ capacity to address complex social and environmental challenges while maximising their impact. Through consultancy, research and training, we empower organisations to adopt sustainable practices and measure their social value. Yet, we must ask ourselves: Are we challenging the status quo, or reinforcing established power structures? Are we reaching the most marginalised, or primarily those already well-resourced? Are we pushing far enough to disrupt unsustainable business models, or simply making incremental changes? We aim for systemic transformation, but are we inadvertently supporting systems that perpetuate inequality? As we work to reduce our environmental footprint, are we doing enough to advocate for the broader, necessary systemic change? These are the critical questions that keep us grounded and focused on continuous improvement.
Generation B – leading the way to a better future
As we look ahead, we are reminded that being a B Corp is a journey of ongoing reflection and improvement. B Corps hold the power to reshape business and pave the way toward a more sustainable future. Together, we must commit to continuously reforming our business practices, working toward reduced inequality, stronger communities, and a healthier environment. True success lies in moving beyond individualism and embracing the interconnectedness of all. Through collaboration, we can ignite a transformational movement.
Our call to action is for entrepreneurs and business leaders to take bold steps, trusting that by aligning our companies with these values – despite the uncertainties ahead – we can guide both our businesses and the broader economy toward a brighter, more sustainable tomorrow.
