SXSW Sydney isn’t just a festival; it’s a living, breathing explosion of creativity, innovation, and paradigm-shifting ideas. A space where AI meets sustainable fashion, where flying cars are parked next to a panel on purpose-led business, and where tennis ace Nick Kyrgios, Murray the Red Wiggle, and Canva’s unicorn founder Melanie Perkins could (hypothetically) share the same stage.
Descending on Gadigal Country for this week-long extravaganza, it’s safe to say that B Corps didn’t just show up at SXSW Sydney 2024—they took over. From deep dives on climate action to soapbox speeches about capitalism’s inherent flaws, purpose-driven businesses took centre stage, sparking conversations that stretched way beyond the ‘B’.
SXSW Sydney is one of those “pinnacle of innovation and cool” (Sarah, Clothing The Gaps) and “forever on my bucket-list” (Ally, Code Like A Girl) events that defines the cultural zeitgeist. A place where ‘curious minds’ flock, and everyone—from tech founders to toilet paper tycoons—come to connect, collaborate, and make their mark on the world we live in.
So, whether you missed it this time or want to relive the highlights, consider this your backstage pass to the biggest B Corp moments from SXSW Sydney 2024.
Image: Elin Bandmann Photography
1. Obsession, kindness, and the quest for the perfect hot chip
In a session that effortlessly danced between the quirky and the profound, Ben Shewry of Attica had the SXSW Sydney audience eating out of his hand—and not just because he was serving up tales of his obsessive pursuit for the perfect hot chip (affectionately dubbed ‘Chip-Gate’). From perfecting a 28-step bolognese to navigating the challenges of running an ethical hospitality business through the pandemic, which he details in his new memoir Uses for Obsession, this session was a timely reminder that your beliefs have to be practised; it’s a muscle.
The main takeaway? Creativity and mastery thrives on obsession, but kindness and resilience are the true ingredients for lasting impact. For Shewry, obsession isn’t just about getting the details right—it’s about doing so with purpose and care. And that when you’re deeply committed to your work, that belief is magnetic, contagious even.
“Obsession is curiosity that never gets tired. If you have it—lean into it. Do good things with good people and great things will eventually flourish.”
— Ben Shewry, Attica
2. Moral absolutism and the Greenwashing Catch-22
“While there are certainly explicit cases of misleading marketing, many cases of greenwashing are almost inadvertent…it’s companies feeling they need to make some sort of claim because everyone wants them to be better.” These were the words shared by CEO of B Lab Australia and Aotearoa New Zealand, Andrew Davies, on stage in response to the timely provocation that ‘climate change needs a rebrand’.
Citing our cultural obsession with moral absolutism and the rise of a so-called ‘Greenwashing Catch-22’, Davies made it clear: businesses don’t need to have all the answers right now. In fact, claiming perfection can backfire. The most credible brands are those willing to admit they’re still figuring things out—because honesty builds trust, and trust builds loyalty. A key insight? Vulnerability, not virtue-signalling, is the path to authentic impact.
“It is about embracing conversations that are in the grey, leaning into complexity, and…having confidence to talk about problems you haven’t solved yet.”
— Andrew Davies, B Lab AANZ
Image: B Lab AANZ Team
3. Why we should all ‘Dream Big, Fart Loud’
No festival is complete without a tower of eco-friendly toilet paper. Thankfully, Who Gives A Crap delivered, with festival-goers flocking to the free stash like it was 2020’s TP shortage all over again. But this was no gimmick—behind the quirky branding and giant purple bath tub lies a serious mission: to make sanitation accessible, relatable, and well, cheeky.
On its makeshift bathroom wall, passers-by were asked: ‘What’s one innovation the world really needs?’ The ideas came in, err, thick and fast, with everything from a smart toilet that tells you what you need to eat more of, to fart-filtering underwear. Not all were winners, but all were welcome. Who says purpose can’t have personality?
4. Capitalism’s contradictions on the soapbox
In classic SXSW Sydney style, Marty Drill, CEO and Founder of independent digital agency and Certified B Corp Luminary, came out swinging: declaring: “capitalism is awesome” from his lofty perch atop a purpose-built Revival Projects soapbox. Quickly followed by a ‘but’, he acknowledged that while capitalism has driven significant innovation and development, it’s also left a trail of social and environmental harm in its wake.
By proving that growth and doing good aren’t mutually exclusive, B Corps are showing how business can be done differently and, from that, big things grow. Hot take: Growth at any cost is out. Purpose-driven business is in.
“Growth at any cost is not sustainable; B Corps are trying to reduce our negative impact while still being able to thrive. What if all businesses were B Corps? What kind of world could we create?”
— Marty Drill, Luminary
Image: Elin Bandmann Photography
5. While you play catch-up, your customer’s already changed
Not all that long ago, more people started ‘waking up’ to the idea that businesses—as powerful engines of innovation and commerce—could actually do more harm than good if they didn’t pay attention to their impact. For B Corp Co-founder and specialist in the slow fashion economy, Mary Lou Ryan, it was clear something had to change.
Sharing how bassike’s transition to becoming a B Corp—brick by brick, decision by decision—wasn’t about jumping on a trend, it was about proving that ethical fashion can be done right. Ryan came with a clear message: the future of fashion is circular. The most exciting part? We’re only scratching the surface of what’s possible.
“Your customer is changing, in fact, they’ve already changed. They aren’t buying just products, they’re buying stories and they’re incredibly loyal. But it’s not enough to say ‘we’re a good company’. People are seeking evidence, and B Corp Certification offers exactly that.”
— Mary Lou Ryan (formerly bassike), VP of Circular Strategy & Partnerships at AirRobe
6. The magic of the 5%
Keeping it real and relatable in a way that very few can, Managing Director and Co-founder of thankyou., Daniel Flynn, offered a powerful reminder of the magic that happens when your personal values align with your business. When you’re driven by purpose, every decision becomes clearer, every challenge more meaningful, and the impact—undeniably greater.
His advice? Forget trying to do it all—focus on the 5% that you’re uniquely positioned to nail. For thankyou., that 5% is making a dent in global poverty by selling products that fund life-changing projects. Your 5% might be coding, it might be design, it might be cooking. It also might be the spark that drives real change…so what will it be?
‘Zero in on your strengths. When your purpose aligns with your business, you create magic.’
— Daniel Flynn, thankyou.
Image: Elin Bandmann Photography
7. Sustainability ain’t going out of style any time soon
The fashion industry is in the midst of its biggest transformation in generations, and it’s not just about looking good. What we wear has an impact far beyond our wardrobe—it’s about ethics, sustainability, and how our choices shape the planet. While trends may be fleeting, on the Discovery Stage at SXSW Sydney, B Corp fashion leaders made it crystal clear: sustainable fashion is not a trend.
Leaders from The Sussan Group, R.M.Williams, Banish, and Clothing The Gaps came together to discuss, alongside B Lab’s Director of Communications and Engagement, Angie Farrugia, how we mainstream sustainable fashion as the default, not the deluxe.
“Fashion is no longer about trends and aesthetics. It’s more about responsibility, ethics and innovation. The future of fashion is so much more than the clothes that we wear. It’s about creating a world where fashion is a force for good.”
— Lottie Dalziel, Banish
8. Leading the charge vs. leading the change, and why money still gives us the ick
Brooke Roberts, Co-founder and Co-CEO of investing platform Sharesies, pulled no punches on stage, calling out the finance industry for leaving everyday people on the sidelines. She kicked off her presentation on purpose-aligned profit by declaring that: “there’s no reason that a person with $5 should not have the same access to financial opportunities as someone with five million dollars”. Their innovative idea? Democratise finance.
Money is fundamental to how we operate, and yet fear and self-doubt are clouding our decisions, and most companies seem to be hellbent on making the wealthy wealthier. To change that, we need businesses that don’t just lead the charge (creating the new, innovating) but lead the change (sharing what they have, advocating, uprooting systems)—thereby creating an enabling environment that empowers everyone, not just the few.
“When you’re leading the charge and creating change, it’s often you’re being told you’re doing it wrong. But that means you’re onto something. Being authentic to your purpose really gives you a licence to think laterally.”
— Brooke Roberts, Sharesies
Image: INVNT Group
9. Travel isn’t the enemy—unsustainable travel is
From the weird to the wacky, nothing was off-limits according to Leigh Barnes, Chief Customer Officer at Intrepid Travel, in his session on collective action and innovation in the sustainable travel industry. Virtual escapes? We’re interested. Space travel? Tell us more. Croc bans? Sounds like something we can get on board with.
A rare insight into how much the travel industry is grappling with its role in climate change, the panel bravely addressed the tension between wanting to explore the world and needing to preserve it. The future of travel, he argued, isn’t necessarily about travelling less—it’s about travelling smarter, more sustainably, and with greater purpose—citing that authentic travel can be a key vehicle for self-determination in local communities.
“If you take away one message or one thing away from this conversation, it’s really just to think about how you’re going to make your next trip, your next holiday, part of the solution.”
— Leigh Barnes, Intrepid Travel
10. We’ve tasted the future of business, and it is sweet
Everyone we spoke to at our B Corp Meet-Up had a pretty golden gaytime, and not just because Unilever ANZ supplied us with a few boxes of their delicious (and certified) sweet treats. Alongside expertly brewed Market Lane Coffee, in reusable Huskee cups, we relished the opportunity to come together and (re)imagine a world where business is a force for good.
“Sometimes in business, and in life, there are leaps you have to make with no clear reason or ROI; that’s where moral courage comes in. We need more people to take that leap. Don’t lose sleep that we’re ‘not there yet’, just keep showing up.”
— Andrew Davies, B Lab AANZ
…and eating ice cream. Because systems change is better with sweet treats.
Image: Elin Bandmann Photography
Taking a B-ow, the encore edition
When it comes to creating positive social and environmental impact, the B Corp movement is nothing if not over-deliverers—so we’re offering you maximum bang for your buck with a bonus number 11 of ‘times B Corps stole the stage’ and that’s thanks to our epic event partners, repping the ‘B’ with pride alongside us at this year’s Tech & Innovation Expo.
With the support of the brilliant Frank Wild and AV1, our eye-catching B Corp booth became a hub for the 20,000+ attendees who explored the Social Impact Zone, learning more about what it means to be a Certified B Corporation and how we’re doing business better.
Under the rotating ‘B’, we were thrilled to have Intopia sharing how they create accessible digital spaces and spread the good word about responsible business and inclusive tech. We had Clothing The Gaps spruiking merch with a message and representing 65,000+ years of First Nations innovation, attracting people who were up for having the conversations that need to be had about justice and racism.
There was Intrepid Travel, sharing all things sustainable tourism, and taking people on a journey from ‘never heard of the B’ to ‘B curious’. And the stereotype-smashing team at Code Like A Girl was busy geeking out on all the great tech and having much needed discussions about the importance of inclusive representation in STEM.
Today Design handed out notebooks and zines that were a stationery-lovers dream, while sharing their take on the three dimensions of inclusive design and innovation. And—predictably—there was always a healthy flock of festival-goers surrounding the Australian Vintage stand, testing whether or not certified grapes really do taste better.
What B Corps shared about their experience at SXSW Sydney 2024
With plenty of prizes and other ways to engage with the movement, thanks to #GoKindly, Nomad Coffee, ASB Branded Merchandise, Intrepid Travel, and Kowtow clothing—SXSW Sydney 2024 was packed with B Corp moments that pushed boundaries, sparked debates, and showed the world that purpose-led businesses aren’t a fad; they’re the future
Image: Elin Bandmann Photography
Who the future *really* belongs to…
Make no mistake—this rapidly growing cohort of businesses who’ve made a choice to sign up for radical accountability is a revolutionary act. And we need more leaders, and more businesses, to step up and be part of the solution.
Turns out—the future doesn’t just belong to the curious; it belongs to the voluntarily accountable and the radically responsible. It belongs to the bravely transparent, and the continuously improving. Sure, that might not be catchy enough to fit on a lanyard—but it’s the kind of truth that drives lasting change.
Carmen Hawker (she/her) is a copywriter and communications specialist for purpose-driven business and the B Corp movement. She helps brands make waves with impact-driven campaigns and scroll-stopping content, all you gotta do is CARMEN GET IT!
