Innovation That Matters

Re_Set certified as a B Corp; 5 bullets for a COVID world


A message from James Bidwell, the Co-Founder of Re_Set and Chair of Springwise.

We are thrilled to announce that Re_Set and Springwise are now certified as B Corp members. This is no mean feat, as the bar to join is very high. 

There is no better time for us to join this important, global movement and be amongst businesses who commit to being a force for good in the world.

Please read on for more details on what it means to be a B Corp, and our take on the COVID world and how the pandemic will continue to affect us all. 


We envision a global economy that uses business as a force for good.This economy is comprised of a new type of corporation – the B Corporation – Which is purpose-driven and creates benefit for all stakeholders, not just shareholders.

As B Corporations and leaders of this emerging economy, we believe:

That we must be the change we seek in the world.

That all business ought to be conducted as if people and place mattered.

That, through their products, practices, and profits, businesses should aspire to do no harm and benefit all.

To do so requires that we act with the understanding that we are each dependent upon another and thus responsible for each other and future generations.

Reflecting over the summer and talking to many CEOs and leaders in business, government and nonprofits, there is general agreement that COVID has fundamentally changed the way we live and will have a deep, lasting impact. The odds of emerging into a bright and optimistic post-COVID world any time soon are small. Put simply, we are now living in a COVID world, where much of life as we know it has been seriously derailed. Disrupted.

Below are bullets on 5 major forces of disruption, and how to turn them you your advantage. 


Environment, Sustainability and Biodiversity: Ice shelves are melting, fires are raging, forests are being torn down. The climate crisis continues towards critical. This, despite the relatively modest decrease in carbon emissions to date in 2020, remains THE issue and those who do not take heed now do so at their peril. With an increasing awareness of our food systems and the importance of biodiversity, we predict that biodiversity will be the next carbon.

Activism or the ā€œSā€ in ESG: In an unfair, uncertain and hyper-connected world, the rise and power of the activist will continue apace. The question is how brands and businesses not only navigate these movements but capitalise on them? We predict the emergence of the ‘activist brand’ from both established companies and start ups –  to differentiate and capture hearts and minds. Fraught with danger? Perhaps, but in a world where mediocrity will no longer cut it, the bold and brave will thrive.

Workplace and Culture: With an increasing number of organisations advising their teams not to travel on public transport and to avoid the office, we are in a new world of hybrid working. The impact on city centre economies, communities, education and mental health are not to be underestimated. The best CEOs are resetting in order to maintain and build a strong, flexible, innovative and agile culture. As business models rapidly evolve, this is mission critical.

Digital Acceleration: Ten years in 6 months ā€” in some industries and more in others. This macro theme will continue to shift as we become even more connected and reliant on technologies to run our lives and businesses. Best in class digital thinking and infrastructure is no longer optional.

Shifting Strategies: How do we keep pace with the accelerating change, maintain long term goals as well as short term resilience and results? Agility and flexibility must now form part of the DNA of leadership teams. The ability to revisit and sense-check strategy and executional capability is imperative.

So, to summarise, the increasing likelihood of a K-shaped recovery, coupled with global political unrest, accelerating global warming and the pandemic, will continue to have a huge impact on how we and those we serve live our lives.

The world is resetting and polarising – those of us who are aware, agile and able to adapt will have the best chance of success – whatever that definition of success may be.

I have set aside time in September and October for 121 sessions for any of you who would like to explore and stress test any of these themes in more detail – either ‘live’ in London or virtually. Please email me to fix a time. 

Also, don’t forget that Springwise tracks COVID innovations daily.

I trust that you and your family are well and look forward to catching up soon.

My best as ever,