By Juliette Deloustal, Sustainability Manager, Attitude Hospitality Ltd
I’ve been thinking lately about why businesses value the B Corp label so highly. Sure, part of it comes down to the rigorous certification process – the high standards, the detailed audits, the demanding criteria. But honestly, there’s more to it than that.
It really hit me when I saw this year’s #BCorpMonth theme: Gen B lead the way. That’s exactly it. B Corp isn’t just a framework or a scorecard. It represents a generation, but not defined by age, but by values. A shared culture. A way of seeing the world, of building relationships, and, most importantly, of doing business differently. It’s a type of entrepreneurship that embraces performance and profit, but puts social and environmental impact at the centre of every decision. That shared outlook brings people together around a more responsible, more conscious way of working. Everyone who identifies with Gen B becomes, in their own way, an ambassador for this more purposeful, more aligned, more sustainable way of doing business.
And in hospitality, this mindset really comes to life. Whether it’s designing guest experiences, choosing suppliers, or looking after our teams, every choice and every action helps shape a more meaningful ecosystem. It’s felt in our daily operations, in how guests experience their stay, and in the way we work with our partners.
So, what is this ‘Gen B’ exactly?
Here’s how I see it: three defining traits that go far beyond a label.
- Less ‘every person for themselves’. More collective thinking.
If sustainability were a solo sport, we’d have lost already. Real change happens as a team.
At Attitude, for example, we work closely with our partners in a spirit of mutual progress. We might challenge them to rethink packaging or improve delivery practices, not just to meet our own ethical goals, but to help raise the bar for everyone.
Inside the business, it’s the same approach. If sustainability or inclusion only sits with one team, we’re missing the point. These topics need to be part of every department’s day-to-day. Like our HR team doubling paternity leave before it became law. Or our renovation teams working with local artisans to develop more sustainable, locally-made alternatives.
And between brands, it’s not about competing to look the greenest. It’s about collective effort, raising standards together and sharing ideas that drive real impact.
- Less perfection. More progress.
I’ve learnt that waiting for the perfect solution often means doing nothing at all. Did we get rid of plastic overnight? Of course not. But we phased out single-use plastics, tested alternatives, and now we avoid 3.6 million plastic items every year.
Change rarely comes from one flawless decision. It comes from a series of steps that may be imperfect, but are intentional, and the willingness to adjust if something doesn’t work out.
- Less self-praise. More self-reflection.
The core principle behind B Corp is continuous improvement. With the tools provided and re-certification every three years, there’s no space for complacency. You’re constantly challenged to raise your game, review your habits and keep evolving.
And for me, that’s the most important part! Staying open-minded, being honest about where there’s still room to grow, and staying committed to doing better in the long run.
So, what’s next?
To everyone who sees themselves in Gen B – whether you’ve got the label or not – let’s keep moving. Let’s keep learning from each other. Let’s keep building better ways of doing business. More inclusive, more thoughtful, more future-focused.
Just like Gen X, Y or Z before us, we’ve got our own set of values. They might challenge old habits, but they’re helping to shape something far more meaningful.
