Why 'Gen B' is the future of sustainable business?

It’s B Corp month. What better time to reflect on why we do what we do? This year’s theme, 'Gen B', is not about a specific demographic or age group, but a mindset. It’s about businesses coming together as a community, using their influence to create a better future for people and the planet. 

At Pablo & Rusty’s, this is more than a campaign, it’s how we operate every day as a B Corp certified and impact-driven business.

We are Gen B. But what does that mean?

Gen B and B Corps represent a movement of brands and organisations who believe in business as a force for good. It’s about shifting from 'business as usual' to 'business as it should be'. The B Corp ethos is woven into what we do at Pablo & Rusty’s, where sustainability, ethical sourcing and responsible coffee production (all the way through the supply chain) are not just add-ons, they’re fundamental to who we are.

P&R’s impact in action

Our B Corp certification isn’t just a label, it’s a framework that guides our decisions and holds us accountable. In 2024, we recertified as a B Corp with a score of 97.1, placing us among the top few B Corps that manufacture goods in Australia.

Here are a few recent highlights: 

• Environmental leadership: We offset 3,810 tonnes of carbon through Climate Active, Australia’s leading certification for carbon neutrality and continue to operate as a carbon neutral organisation.

• Sustainable innovation: We replaced 120 kg of plastic and aluminium in our convenience coffee market, ensuring all packaging is compostable or recyclable.

• Community engagement: We proudly contribute 1% of our revenue (not just profits) to environmental and social causes, supporting organisations like OzHarvest, Surfrider, and Keep It Cool. That means in 2024 we donated over 125k to these organisations at the front lines tackling the impacts of climate change.

• Collaboration at the core: Partnering with fellow B Corps like Huskee and BioPak, we are helping drive a circular economy and eliminate single-use waste.

But the work doesn’t stop there. Sustainability is a journey, not a destination. We acknowledge the challenging road ahead and are committed to taking meaningful steps forward.

Collaborations with B Corps and beyond

While we love working with fellow B Corps, real impact happens when we bring more businesses into the conversation. That’s why we collaborate with cafés, suppliers and non-B Corps to show that ethical business is not just the right thing to do, it’s also good for business. Whether it’s helping our café partners navigate rising coffee prices, supporting suppliers in adopting responsible coffee sourcing or sharing knowledge on sustainable business practices, collaboration is an essential part of making long-term change.

Why this matters more than ever

With climate challenges, supply chain pressures and shifting consumer expectations, the businesses that will thrive are the ones that embrace accountability, transparency and sustainability. Customers want to support ethical brands and B Corps are showing that purpose and profit are not at odds, they fuel each other.

Too often, businesses treat profit and purpose like a set of scales, where increasing one means reducing the other. We reject that mindset. They’re not opposing forces, they are part of the same cycle. Profit enables impact, and impact strengthens long-term profitability by driving trust, loyalty and brand resilience.

At the same time, we recognise that for some, choosing sustainable and ethical brands is not always easy. The rising cost of green coffee has doubled in the last year, affecting the price of coffee across the industry. The reality is that price matters and there’s a limit to what people can afford to pay. This is particularly relevant now. That’s why businesses like ours have a responsibility to make sustainability more accessible, whether through innovation, efficiency, or education. The more that businesses commit to ethical sourcing and responsible production, the more we can shift the industry towards better practices, helping to lower costs over time and ensure that doing good doesn’t come at a premium only some can afford.

Join the movement

B Corp Month is about celebrating progress and inspiring action. Whether you’re a business owner considering certification, a café partner looking to make more ethical choices, or a customer choosing where to spend your money, you are part of Gen B. Your choices shape the future and together, we can redefine what good business looks like.

Let’s make 2025 the year where businesses don’t just claim to be better, but prove it through action. Join us in celebrating B Corp Month and being part of Gen B.

Interested in learning more about our impact? Visit our Impact Page to see the progress we’re making or read our latest Impact Report. Want to support B Corp certified brands? Look for the B Corp logo and choose businesses committed to doing better.*