Andrew Kassoy: A moral architect of business for good

Last week we lost a dear friend and one of the true architects of a better kind of capitalism— Andrew Kassoy

Andrew wasn’t just a co-founder of the B Corp movement. He was a co-creator of a global shift in mindset. With vision, humility, and relentless purpose, he helped redefine the very idea of what a business could be: not just a money-making machine, but a force for dignity, equity, sustainability, and justice. A moral force in creating a world that works for everyone including the planet itself as well as future generations.

He believed—deeply—that companies could serve all stakeholders. That profit and purpose could not only coexist but reinforce themselves. And that accountability, transparency, and care weren’t soft ideals, but hard requirements for long-term resilience, success and trust.

When he helped launch B Lab, it wasn’t with the swagger of disruption. It was with the conviction of service. Over the years, the B Corp community grew into a powerful global network of companies committed to meeting the highest standards of social and environmental performance. A movement that now influences policies, investors, consumers, and CEOs alike. I have seen the force of the incredible movement he built myself, not only in the numerous Bcorps that became part of the Unilever family such as Ben&Jerry , Seventh Generation or Pukka but also in the positive influence it had on the many businesses around them. He was a major force in shaping a form of capitalism rooted in human values and whilst the job is not finished , we are grateful for it.

That’s Andrew’s legacy.

But beyond his institutional impact, Andrew was a gentle force. He was kind. Reflective. Warm. He carried a moral compass others could calibrate to. He showed that courageous leadership doesn’t always shout—it often whispers with integrity. He certainly was a great influence on myself and the many discussions over the years resulted in not only being an active and ardent supporter of the Bcorp movement but also helped shape my own thinking in many ways.

Why does this matter now? Because in a time when trust in business is faltering, when short-termism and division threaten our shared future, we need more Andrews. People who don’t just critique the system—but build something better. Who remind us that values aren’t a risk to be managed—they are the foundation to be lived.

To those of us working for a more inclusive and sustainable world,  Andrew leaves a profound lesson: real change comes not from loud promises, but quiet courage sustained over time. If anybody doubts that in this complex and torn world we are too small to make a difference, Andrew proved them wrong.

Let’s honor him the way Andrew would want it. Not just with words, but with action. By leading the kind of companies that reflect our highest values. By pushing capitalism to be more accountable, more inclusive, more regenerative and more human. And by remembering that one principled life—lived with clarity and care—can indeed help change the world.

Thank you, Andrew. We miss you but know you are in good hands watching over us.

May we carry your light forward. Rest in peace.