Two members of The Elders are joining 'The B Team', a new non-profit initiative launched today that will work to deliver a new way of doing business: one that prioritises people and planet alongside profit.

Two members of The Elders are joining the B Team, a new initiative launched today in London with the objective of promoting a new way of doing business that prioritises ‘people’ and ‘planet’ alongside profit.

As Honorary Leaders, Gro Harlem Brundtland, Deputy Chair of The Elders, and Mary Robinson will join a group of influential global business leaders brought together by Richard Branson and Jochen Zeitz, Founders and Co-Chairs of the B Team.

The B Team aims to deliver a “Plan B” for businesses all over the world by encouraging a new kind of inclusive leadership that is fair, honest, positive and creative. It seeks to create a future where the purpose of business is to become a driving force for social, environmental and economic benefit.

Initial members of the B Team include: Shari Arison, Owner, Arison Group; Kathy Calvin, CEO, UN Foundation; Arianna Huffington, Chair, Huffington Post Media Group; Mo Ibrahim, Founder, Celtel; Guilherme Leal, Founder & Co-Chairman, Natura; Strive Masiyiwa, Founder & Chairman, Econet Wireless; François-Henri Pinault, CEO & Chairman, Kering; Paul Polman, CEO, Unilever; Ratan Tata, Chairman, Tata Group; Muhammad Yunus, Chairman, Yunus Center.

The group has issued a joint declaration today highlighting key global problems such as growing inequality, unemployment and the unsustainable use of natural resources. They commit to helping focus business away from short term gain towards the longer-term interests of people, the planet and the wider economy.

Gro Harlem Brundtland, Deputy Chair of The Elders, said: “The Elders are committed to encouraging ethical leadership and the highest standards of integrity among leaders of all kinds. The thinking behind the B Team is therefore very much in line with The Elders’ vision. We believe the business community has the potential to make a huge contribution to the development of a more inclusive, equitable and sustainable world, for the benefit of all humanity and future generations.”

Mary Robinson said: “The B team is an ambitious initiative where the business community seeks to help find solutions to global challenges rather than being seen as part of the problem. I will encourage the B Team to champion the Guidelines on Business and Human Rights which were endorsed unanimously by the UN Human Rights Council. This is the standard business needs to embrace.”