Skip to content

BLab U.S. & Canada Four-Day Workweek Guide

Content Creation, Design & Email List Growth

1

Opportunity

B Lab U.S. & Canada, part of the global nonprofit overseeing B Corp Certification, has partnered with Bark Media since 2018 to produce the digital publication B The Change. Bark oversees a contributor network and produces articles, newsletters, and guides showcasing how businesses are advancing a more inclusive and equitable economy. Together, the content provides tangible examples from Certified B Corporations to help grow the movement of people using business as a force for good. In 2025, Bark helped create a downloadable guide on transitioning to a four-day workweek, featuring original content building on B Lab U.S. & Canada’s own shift to a four-day workweek in 2023-2024. AT LEFT: The B Lab U.S. & Canada team at their staff retreat in Florida.

1

Outcome

The articles and resources in the four-day workweek guide highlight innovative practices and steps for making changes that enhance employee work-life balance, with benefits including increased efficiency, greater employee engagement, and higher worker well-being. The roll-out strategy included putting the free guide behind an email gate, which gives B Lab U.S. & Canada the opportunity to connect directly with people interested in this topic and has added new, engaged audience members to the organization’s email list. At the end of Q1 2025, the guide had been live for three months, with 100,000+ leaders engaging with social posts, articles, and resources related to the guide and more than 150 downloads of the full guide.  

Howwedidit

Focus on human-centered storytelling.

B Lab U.S. & Canada and other B Corps have shifted to a four-day workweek model. Their experiences provided a foundation for storytelling centered in real-world examples, employee experiences, and replicable best practices.

Connect with B Corps for examples and resources
Publish new content pieces about best practices
Collaborate on contributed articles
Gather first-person testimonials

Produce an actionable, beautifully designed guide.

By combining original storytelling, related resources, and magazine-quality design, we created a compelling guide that provides readers with both inspiration and proven how-to guidance.

Gather resources from internal stakeholders
Produce action-oriented examples from B Corps
Edit B Lab U.S. & Canada employee articles
Design the guide to reflect B Lab U.S. & Canada branding

Promote the downloadable, email-gated guide to build awareness of this new resource.

We promoted the guide through multiple outreach channels, including activating the community that contributed to it with tailored promotional toolkits and featuring it across B Lab’s communications channels. These promotional efforts drove hundreds of thousands of engagements.

Write and publish an introductory article
Announce and feature the guide in B The Change Weekly
Provide assets to share in community outreach
Promote guide through related articles and social media channels