Purpose of the Company

We are here to support a collective movement towards living in harmony with the planet, in our truth, bringing and finding light, and in constant evolution. Our passion is to promote our wellness lifestyle through our connection with nature, our products and services, innovation and excellence.

b, halfmoon is a Canadian wellness company that specializes in creating products for movement and mindfulness. The brand's aim is to promote the wellness lifestyle through a strong connection with nature, intentional products and services, innovation and excellence. They offer a wide range of products, including yoga mats, meditation cushions, aromatherapy, apparel, and more, all designed with intention and purpose. Beyond products, the company has also curated a hub for wellness enthusiasts to engage in topics related to their mission.

What sets b, halfmoon apart from other yoga-like brands is the company’s commitment to quality and impact-conscious design. In practice this looks like many of the products meeting third-party verified standards for toxin-free materials, like Oeko-Tex Standard 100 and Global Organic Textile Standard (GOTS). Other products have been consciously designed to conserve resources, such as their Certified-FSC Cork products or by using natural, biodegradable components (e.g. buckwheat) instead of commonly-used synthetic alternatives .

Recently certified as B Corporation, b, halfmoon continues to lean into what wellness means for the greater good.

“While we acknowledge that perfection doesn’t exist, this certification demonstrates our continued efforts to uphold our core brand values, honouring our commitment to our community and the environment.” - Andrea McKay, founder of b, halfmoon

The Opportunity We Activated

b, halfmoon has always centered social and environmental impact in the business. In recent years as the company expanded and their two sister brands, B Yoga and Halfmoon, began to merge under their new name, the leadership team consciously worked to also develop the company’s impact strategy. It was through this effort that the B Corp certification became a key objective and the company sought an impact consulting firm who could guide them through the certification process with understanding and integrity. In addition, b, halfmoon wanted to push beyond the B Corp framework, cultivating an impact strategy that aligned with their mission and was shaped by members of their team.

“Simplifying the business via integrating our brands, would allow us to ultimately have a stronger voice and impact in our global community”. - Andrea McKay, founder of b, halfmoon

b, halfmoon’s collaboration with Decade Impact was inspired by a strong referral from a trusted colleague at the company. Once formally introduced, b,halfmoon decided to partner with us because of our genuine passion for B Corp values and our desire to engage their entire team in the project.

What b, halmoon and Decade Accomplished, Together

Through a combination of team workshops and smaller-group advisory sessions, we at Decade were able to successfully guide b, halfmoon to B Corp certification and beyond!

The focus of our workshops was a balance of team culture building, Impact Literacy, future initiative ideation, and purpose realization. Apologies for the jargon, allow us to explain:

1. Team culture building doesn’t happen by accident. Just like an impact strategy, it is built through intentional actions together. Exploring purpose and designing future impacts in companies is essential to building authentic and resilient team cultures. 

2.Impact Literacy is a term we use to describe the formal teaching of social responsibility, environmental regeneration, and B Corp principles to groups or individuals so that they can identify how a business (like the one they work for!) might create a positive impact to a particular stakeholder group. 

3. Future initiative ideation is the act of intentionally bringing teams together to vision what might be next and how their team might solve wicked social and environmental problems. How might we become the most regenerative yoga brand in the world? 

4. Purpose Realization consists of pressure testing brand values, practices, purpose, and culture to understand if the brand is really what they say they are. 

By setting clear intentions for desired outcomes with leadership at b, halfmoon, we were able to bring their team together to share current practices, increase impact literacy, design future outcomes, and affirm their brand ethos and values. We were also able to gather insights from different corners of the business that shaped new policies and entrenched impact deeper into the company.

“Decade’s workshops were deeply intentional and rooted in a true desire to engage the team culture meaningfully in all that is B Corp. The team felt this integrity and passion, and as a result was truly inspired by the sessions.”  - Andrea McKay, founder of b, halfmoon

In our advisory sessions we focused our efforts on embedding impact-centered policies and systems into the most material areas of the business. In b, halfmoon’s case, this meant we spent a lot of time thinking about their supply chain and creating systems that would protect existing positive impact and foster the growth of more regenerative business practices in the future.

Decade’s Reflections

Working with b, halfmoon has been a really rewarding experience for us at Decade Impact. As a product-based business, developing an impact strategy involves a complex web of considerations that extend far beyond the company’s immediate operations. For some companies in this position, this breadth of considerations deters businesses from leaning into impact design and aligning their business practices with B Corp standards. This was not the case for b, halfmoon. Their willingness to embrace change, dive deep into their data, and say “yes” to new initiatives was nothing short of inspiring.

These bold moves have set them apart in their industry and serves as an inspiring example of what is possible when a company commits to making a positive impact. We celebrate their achievements and look forward to witnessing the continued impact of their actions on the world.

b, halfmoon’s Reflections

“Decade is so clearly committed to the intention behind their work and this permeated into our culture at b, halfmoon. Moreover, they know their stuff, are organized and have strong project management skills thus making the B Corp process as smooth to navigate as possible. We could not have reached this status without Decade’s support!”- Andrea McKay, founder of b, halfmoon