UPDATE: The Hallway and B Lab Australia & Aotearoa New Zealand (B Lab AANZ) have officially launched the Better Business campaign today, aimed at dismantling the profit-at-all-costs mentality dominating the business landscape. This bold initiative, which kicked off on August 25, 2023, is supported by pledges from nearly 50 Certified B Corporations (B Corps) across the region.
The campaign’s centerpiece, titled So Long, Fat Cats, features a striking TV commercial directed by Paul Middleditch. The ad depicts a literal fat cat lounging on a boardroom table, a powerful symbol of greed and short-term thinking. The imagery serves as a stark contrast to the principles of B Corps, which prioritize social and environmental responsibility alongside profit.
“This fat cat symbolizes the outdated business practices that prioritize self-interest over community well-being,” said Dan Saunders, Executive Creative Director at The Hallway. “We want to push for a smarter, fairer, and more sustainable approach to business.” The campaign aims to provoke thought and inspire a shift in how businesses are rewarded.
Launched across multiple platforms—including TV, social media, and digital channels—the campaign is designed for maximum reach and engagement. Media strategy and execution are led by Benedictus Media, underlining the campaign’s commitment to a comprehensive outreach strategy.
Andrew Davies, CEO of B Lab AANZ, emphasized the urgency of the campaign, stating, “In a world grappling with climate crisis, social division, and economic instability, bold, purpose-driven leadership is essential. This campaign challenges the status quo and encourages everyone—business leaders, government officials, and consumers—to reconsider how business operates within our economy.”
Recent data indicates rising awareness of B Corps, now at 21% in Australia and 22% in New Zealand, up from 18% and 15% respectively just a year prior. “Awareness is only the first step,” Davies added. “We need collective action to support a more inclusive and regenerative economy.”
The campaign marks a significant moment for the B Corp community and aims to elevate the B Corp brand, driving meaningful change across the region. “Working on this project has been incredibly rewarding,” said director Paul Middleditch. “Using a fat cat as a metaphor to tell the B Corp story is both engaging and impactful.”
As the Better Business campaign continues to unfold, the public is invited to join the conversation around redefining business success. The Hallway, itself a Certified B Corp since 2021, showcases how creativity can drive brand-building and behavior change.
Stay tuned for further developments as this campaign progresses and engages the public in rethinking the priorities of our economy. Share the message and join the movement for a better business future!
