URGENT UPDATE: The Hallway and B Lab Australia & Aotearoa New Zealand (B Lab AANZ) have just launched the compelling “Better Business” campaign, aiming to disrupt the outdated profit-at-all-costs model. This initiative, unveiled on August 25, 2023, is backed by pledges from nearly 50 Certified B Corporations across the region, highlighting a significant shift towards businesses that prioritize social and environmental responsibilities.
At the heart of the campaign is the provocative TV commercial titled So Long, Fat Cats, directed by Paul Middleditch. The ad features a literal fat cat lounging on a boardroom table, symbolizing greed and short-termism in business. The message is clear: it’s time to say goodbye to outdated practices and embrace a more responsible way of conducting business.
Dan Saunders, Executive Creative Director at The Hallway, emphasized the campaign’s intent, stating,
“The fat cat is a metaphorical symbol that resonates with people. It represents the old way of doing business – fat on profits, self-interested, and out of touch.”
He added, “This campaign invites everyone to rethink what we reward in business, championing the smarter, fairer, and more sustainable path that B Corps represent.”
The campaign will run across multiple platforms, including television, social media, out-of-home advertising, and various digital channels. Media strategy and execution are led by Benedictus Media, ensuring that the message reaches a wide audience.
Andrew Davies, CEO of B Lab AANZ, stated,
“In a world facing climate crisis, social division, and economic instability, we need bold and purpose-driven leadership. The Better Business campaign challenges the status quo and calls on others to join and support a more inclusive, equitable, and regenerative economy.”
He noted that awareness of B Corps is increasing, with recognition rising to 21% in Australia and 22% in New Zealand, a significant jump from 18% and 15% last year.
Davies expressed optimism about the campaign’s potential impact, stating, “This is a first for the B Corp community, and we look forward to seeing it elevate the B Corp brand and inspire meaningful action across the region.”
Director Paul Middleditch shared his excitement about the project, calling it “an amazing project” and praising the creativity behind using a fat cat as a metaphor to tell the B Corp story.
The Hallway, a Certified B Corp since 2021, is leveraging this campaign to demonstrate how creativity can drive brand-building alongside behavior change.
As businesses around the globe grapple with ethical practices, the “Better Business” campaign serves as a significant call to action. It urges consumers, business leaders, and governments to reconsider the impact of their choices and advocate for a more sustainable future.
Stay informed with the latest updates on this developing story as the movement continues to gain traction and inspire change in the business landscape.
