It won’t be long until Star Wars Day: May 4th. “May the 4th be with you.” There’ll be Yoda T-shirts, Darth Vader quotes, and Obi-Wan posts everywhere you look. Anyone who knows me knows: I’m a fan. But there’s another JEDI out there. Spelled the same. Spoken… sort of. And this one has nothing to do with the Order, the Force, or the Galactic Empire.
This JEDI goes beyond a cultural reference: it’s about Justice, Equity, Diversity, and Inclusion. And it’s already a major topic in discussions about impact, certifications, and the future of business.
What does JEDI stand for?
Let’s take it one step at a time:
J on Justice – You can’t treat everyone equally if the starting point was never the same. Justice means recognizing this and trying to redress what has historically been unequal;
And Equity – is about making the necessary adjustments so that everyone can reach the same destination. Because not everyone starts from the same starting line;
D for Diversity – different people at the table. Racial and ethnic backgrounds, gender identities, regions, and stories. But diversity alone doesn’t solve anything if it isn’t accompanied by real change;
I for Inclusion – is when these people are actually able to participate. Not just be there. It’s about action, not just words.
On paper, it seems simple. In real life, it shakes things up. And that isn’t always comfortable.
Why does this matter now?
First, because the market is changing. B Lab has been increasingly emphasizing the integration of justice, equity, diversity, and inclusion in the evolution of B Corp certification standards, which Raízes has held since 2014.
Second, because it works. Studies by McKinsey & Company show that companies with greater diversity are more likely to outperform the average. And perhaps most importantly: because it can no longer be ignored. Impact models designed without genuine listening are increasingly being called into question.
In practice: this is already happening
The truth is, we don’t need to come up with anything particularly new here. What Raízes does on a day-to-day basis already embodies that. It’s part of the way we work:
- Justice emerges when we value knowledge that has been overlooked;
- Equity when we remove barriers—not as an act of charity but as a matter of right—opening up real avenues for participation that flow freely;
- Diversity when we recognize different identities and contexts;
- Inclusion when communities are at the center of decision-making, not on the sidelines.
Some projects help illustrate this better:
Artisans from Maria da Fé (MG) who transform banana fiber into art, lace, and a sense of belonging.
Ethnotourism led by young Pataxó Indigenous people, fostering self-reliance through their own culture.
Sustainable fashion and women’s empowerment in the Jequitinhonha Valley, with the launch of the Almenara Têxtil brand.
Community-based tourism in Conde (BA), celebrating local heritage and traditional knowledge.
If you’d like to learn more, you can check out more of our projects and case studies on our website here.
Raízes’ role in this
If you’ve made it this far, you may already be realizing that the old model of carrying out projects without grassroots support or context is becoming outdated. We’ve learned this through experience. There is no ready-made solution. What exists is dialogue, engagement, and collaborative building.
Our assessment process begins with questions, not answers: Who is being included, and who is being left out without anyone noticing? What is the state of diversity in leadership and throughout the value chain? Was the project designed with the community or for the community?
From there, we help identify blind spots and develop practical solutions, whether to strengthen your internal management or to structure impactful projects connected to the local community.
It doesn’t matter if you are already a B Corp, if you’re in the process of getting certified, or if you’ve never even heard of it. What matters is your willingness to do things differently and try to make the world a better place.
So what now?
It became clear that JEDI, the acronym, isn’t about lightsabers. It’s about responsibility. It’s about actively listening before jumping to conclusions. It’s about adjusting our perspective and approach to achieve a truly participatory, regenerative, and self-sustaining outcome.
Raízes has been at this for nearly two decades and is still learning, like a good padawan. If this makes sense for you and your company, come talk to us.
May the true force — the kind that comes from justice — be with you. And the 4th as well.
