Leading Media Businesses Join Forces with London High School to Inspire the Next Generation of B Corp Leaders

In an innovative collaboration this B Corp Month, independent City Heights Academy, media agency December19, media sales house Canopy Media, and media partner and behavioural location data intelligence provider Mobsta threw open their doors yesterday (Tuesday 25th March) to nurture the next wave of purpose-driven media pioneers. Their initiative, 'Gen B Corp Unlocked', shows how B Corp principles shape modern media strategies and operations.

The day-long event welcomed GCSE Media Studies students from City Heights Academy in Tulse Hill, to showcase the advertising industry and spotlight how being a B Corp influences their work across different corners of the media landscape – from planning and buying to sales and data intelligence.

The initiative aligns with this year's B Corp Month theme, 'Gen B', focusing on inspiring the next generation of industry shapers. Each team developed a mini-campaign for a product, service, or cause promoting social good, creating two-minute pitches which aimed to balance commercial objectives with positive impact.

Paloma Walder, managing director at Canopy Media, adds, "The media industry thrives on doing things differently. By bringing together three expert businesses under one purpose-driven roof, we're demonstrating that collaboration is the key to driving meaningful change."

"In media planning, we're always talking about reaching the right audience at the right time. Well, there's no better time than B Corp Month to reach tomorrow's industry leaders and show them how business can be a force for good," says David Lucy, managing director at December19.

"The digital advertising landscape is built on data-driven insight and decision making, but becoming a B Corp taught us that measuring impact goes far beyond traditional metrics," notes David Graham, COO at Mobsta. "Through Gen B Corp Unlocked, we're sharing these lessons with fresh minds who will shape the future of our industry”.

The day saw students tackle an 'Ethical Ad Campaign Challenge', demonstrating how effective advertising can drive positive change while delivering commercial results.

The event concluded with students sharing their thoughts on sustainability in advertising, giving tomorrow's media minds a platform to challenge today's industry leaders, along with prizes for best team collaboration, best idea pitched, and most interesting question posed to the agencies.