Beyond the B Podcast

Are B Corps Too 'Woke'? (#3 of 3, w/ Annie Korver & Hayley Roulstone)

Written by Ryan Honeyman | Jul 22, 2025 10:00:00 AM

In this 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 3, we sit down with Annie Korver and Hayley Roulstone from Rise Consulting, an Indigenous-owned firm advancing Truth and Reconciliation in Canada.

Annie, a citizen of the Métis Nation and founder of Rise, shares how the firm grew from a single project to a national consultancy rooted in reciprocity, sovereignty, and economic inclusion. Hayley, a non-status First Nations consultant with a background in policy and sustainability, reflects on her journey reconnecting with her ancestry and advancing Indigenous inclusion.

Together, they challenge the notion that B Lab’s focus on Justice, Equity, Diversity & Inclusion (JEDI) has gone “too far,” offering a compelling vision for centering rights-holders, not just stakeholders. They advocate for a relational, not performative, approach to impact, one that measures change through trust, shared values, and lived experience. Tune in for a powerful conversation on the future of B Corp certification and how businesses can act with courage and intention

Key Points From This Episode:

  • Annie’s path to founding Rise and her focus on sovereignty and self-determination.
  • Hayley’s journey reconnecting with her Indigenous roots, her mother’s past, and joining Rise.
  • The Sixties Scoop in Canada and how it affected Hayley’s family and worldview.
  • Unpacking the question of whether B Corp has become too focused on JEDI.
  • Why Rise felt aligned with B Corp values long before gaining official certification.
  • Differences in how JEDI shows up in Canada compared to the United States.
  • How Canada centers Indigenous rights through the UN Declaration on the Rights of Indigenous Peoples (UNDRIP) and legal protections.
  • Shifting from symbolic DEI actions to systemic, outcome-driven change.
  • Reflections on how to navigate land acknowledgements relationally.
  • Rise’s “theory of love” as an alternative to traditional impact measurement models.
  • Using Indigenous values like reciprocity to guide internal behavior and cultural accountability.
  • Important guidance and takeaways from the Truth and Reconciliation Commission of Canada.
  • How the B Corp community can ensure more investment for BIPOC-owned businesses and other marginalized groups.
  • The B Lab Level program and how it helped Rise certify and feel part of a broader movement.
  • A final invitation for listeners to take one action toward Truth and Reconciliation.

Quotations:

“It was through my research that I really started to gain an appreciation of my own journey and how unique and different it was, and continues to be, [from] so many other indigenous peoples in what we now call Canada.” — Annie Korver

“In Canada, the big difference is [that] indigenous peoples are rights holders.” — Annie Korver

“There's always work to be done to include indigenous peoples in, not only the broader so-called Canadian economy, but the international economy as well.” — Hayley Roulstone

“At Rise we talk about our values a lot, and we teach about the intersection between values and action or behavior.” — Annie Korver

“Please do one thing and be proud of that one thing and let that one thing be momentum for whatever that next thing is.” — Annie Korver

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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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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Gratitude:

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

 
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