Join us as we talk to James Perry from Cook about the B Corp movement. And, unlike the race to the bottom, which is synonymous with sustainability, why B Corp is a race to the top. James explains how he became involved and why he helped launch it in the UK. We also take a look at where marketing and sustainability overlap and discuss why the role of business needs to change. (And we even uncover that James started out his career as a marketer). B Corporations are a global movement of business leaders and entrepreneurs who are reinventing business so that it reflects our interdependence by serving people and planet as well as profit. This is a distinct vision for capitalism to shareholder primacy, which is rooted in the ideology of individualism. There are currently more than 3,400 B Corporations in 150 industries in over 70 countries.