We, the undersigned, are a team of courageous leaders who seek to catalyze a movement of business for a better world.

Plan A - where companies have been driven primarily by profit - is no longer acceptable. It’s time for Plan B. As business leaders, entrepreneurs and thought leaders, we collectively commit to the following B Principles:

1. Being bold and brave in challenging the status quo.
2. Demonstrating long term, purpose-driven and principled leadership.
3. Operating within planetary boundaries for the benefit and preservation of all life on Earth.
4. Advocating for a just transition to net-zero greenhouse gas economy by 2050.
5. Creating diverse, human workplaces and thriving inclusive communities.
6. Embracing best-in-class governance and transparency practices.
7. Applying fair labor practices and using our collective muscle to reduce inequalities.
8. Redefining what success means and measuring our impact beyond economic profit to include people and the planet.

We act collectively for the good of the world as we know WE is better than ME.