It’s time to close the door on Fat Cats.
And with them, the days when unchecked corporate power and profit-at-all-costs were seen as the pinnacle of business success.
B Corps already know that’s not good business. This campaign declares a new era of Better Business, where people and planet aren’t treated as an afterthought.
At the centre of it all, a scene-stealing, real-life ‘Fat Cat’ — smug, overfed, and sprawled across a boardroom table in peak metaphorical glory. The Fat Cat represents everything we want to leave behind: corporate greed, short-termism, and shareholder primacy.
It might be a cheeky send-up, but it’s a serious invitation to reimagine what business can look like when it’s driven by purpose, not just profit.
A first in our region, backed by community
This is B Lab AANZ’s first-ever major awareness campaign — spanning TV/video, out of home, social media, and earned media — and it’s only been made possible by the collective strength, creativity, and commitment of the B Corp community itself.
Better Business is co-funded by nearly 50 B Corps across the region, with low-bono support from creative agency The Hallway, production house Plaza Films, post-production studio Heckler, and media agency Benedictus Media.
Directed by the award-winning Paul Middleditch (and starring his glorious and extremely food-motivated cat), the campaign is designed to start conversations — not with a lecture, but with a laugh. No fancy CGI. No inflated production costs. Just a brave idea, a fearless team, and a show-stopping feline that got served breakfast…twice.
Moving beyond the ‘Fat Cat’ mindset
In 2025, purpose-led businesses are facing increasing political, economic, and regulatory pressures. From weakened sustainability regulations to attacks on diversity, equity and inclusion, it’s becoming harder — not easier — to stay the course.
But this moment demands more from business, not less. It’s a call to step up, to lead with purpose, and to show the world what better business really looks like.
And that’s exactly what B Corps are doing.
With over 1 million employees across 10,000 Certified B Corporations around the world — including nearly 750 across Australia and Aotearoa New Zealand — this growing movement is proof that profit and purpose can not only co-exist, but they actually play very nicely together.
From baristas to barristers, B Corps are companies that have voluntarily committed to considering the interests of all stakeholders, not just shareholders.
So, what does better business really mean?
It means transparency, fairness, and accountability. It means designing workplaces where people can thrive. It means building supply chains that respect people and planet, and making decisions with future generations in mind.
It’s not about being perfect, because no business is. It’s about progress, and a commitment to continuous improvement.
This is a call to action for anyone who believes in that vision. Whether you’re a customer, an employee, a founder, or a policymaker — we all have a role to play in building a more inclusive, equitable, and regenerative economy.
Be part of the change
You don’t have to lead a company or work at a B Corp to be part of this movement for change. We all make choices in our daily lives that have an impact on the world around us.
The ‘B’ helps us choose goods and services more consciously. Because when you buy from a B Corp, you’re backing a business that cares about far more than its bottom line. You’re supporting a better way to do business, and that’s good for everyone.
So next time you make a choice — what to buy, where to work, who to support — make it a Better Business one.
