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Are B Corps Too 'Woke'? (#1 of 3, w/ Raj Aggarwal)

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In this new three-part series, we examine the B Corp community’s evolving relationship with justice, equity, diversity, and inclusion (JEDI)—celebrating progress and grappling with uncomfortable truths. 

In Part 1, we sit down with Raj Aggarwal, founder of the communications firm Provoc and a long-time leader in the B Corp movement’s efforts around JEDI. Raj brings a rare combination of institutional memory, radical candor, and deep compassion to this conversation—tracing the arc of B Lab’s inclusion work from its early beginnings through today’s critiques and complexities. 

As one of the first B Corps certified in 2008, Raj shares how he and others pushed B Lab to address racial equity, culminating in a series of transformative initiatives, including the Inclusive Economy Challenge and a moratorium on certifying prison labor suppliers.

With honesty and nuance, Raj explores some of the uncomfortable feedback that has emerged in recent years—from critiques that B Lab has focused too much on identity politics, to concerns that DEI efforts feel symbolic or performative rather than outcome-driven. 

Rather than shying away, we explore a deeper dialogue: What does it mean to center relationships over being right? How do we build a movement rooted in both compassion and justice? And how can we create space for more authentic, accountable, and relational approaches to systems change?

Whether you're a longtime B Corp or just tuning in to the movement’s evolution, this conversation is a great opportunity to dive into one of the most pressing issues facing the B Corp movement. Please tune in today!

 Key Points From This Episode:

  • Raj’s journey to founding Provoc and becoming a B Corp in 2008.
  • A moment of reckoning that led B Lab to address its prison labor standards.
  • Insight into B Lab’s evolving commitment to inclusivity, equity, and climate justice.
  • Why some businesses resist JEDI-centered standards.
  • Shifting from shame and blame to bridge-building and belonging in equity work.
  • How B Corps can move DEI from performance to real-world impact.
  • Accessible, high-quality resources and education for those driving change.
  • The power of community and accountability in the B Corp movement.
  • Relational components of land acknowledgements and pronouns.
  • An empathetic way to address pushback against “woke" practices like these.
  • How consciousness, mindfulness, and compassion can drive systemic change.
  • Recognizing that justice requires patience and persistence over time.
  • Hope for the future of the B Corp movement and how you can support Provoc.

Quotations

“When you have people in community and there's trust, regardless of whether or not they're quick enough, there is a real opportunity to change hearts and minds. I feel like that's often my work.” — Raj Aggarwal

“The progressive movement has not done enough to bring people along. I know that's not everybody's work, but – more work needs to be done to bring people along in order for them to see that, actually, we're all going for the same thing.” — Raj Aggarwal

“The [current] American administration has caused us to think more deeply about some of the things we’re doing. – Every time we [share things like land acknowledgments and pronouns], there is an opportunity to help folks understand, to educate, and to invite people in.” — Emmy Allison

“There’s a confusion between compassion and justice. Just because one may choose compassion doesn’t mean they’re giving someone or some atrocity a pass.” — Raj Aggarwal

“I’m watching transformation happen at a much slower pace than I expected. – As I get older, I understand that these things take time.” — Raj Aggarwal

Links to the Full Series:

Part 1:  Raj Aggarwal (Provoc)​. A foundational voice in the B Corp movement, Raj offers deep insight into the history of JEDI within B Lab and what it means to lead with compassion, even across disagreement. Click here to listen to Part 1.

Part 2: Nathan Stuck (Profitable Purpose Consulting)​. In this episode, Nathan explores the backlash against DEI in the B Corp movement and calls for a shift from performative gestures to outcome-driven, inclusive action rooted in local solutions. Click here to listen to Part 2.

Part 3: Annie Korver & Hayley Roulstone (Rise Consulting Ltd.)​ This episode explores how Indigenous values and relational approaches can deepen and reframe the B Corp movement’s focus on justice, equity, and reconciliation. Click here to listen to Part 3.

Links Mentioned in Today’s Episode:

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B Corp Consultant

Interested in certifying, recertifying, or maximizing the value of your B Corp certification? Learn more about our B Corp consulting services at LIFT Economy.

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Thank you to Corey Lien, Nozomii Torii, and Kirsten G. Bryant for being our monthly contributors at Beyond the B!