INTRODUCING THE r50 REPORT
The Zebra Project has always been for the people. And the truth is, people are tired - of extractive business, hollow mission statements, and leadership that talks more than it listens.
Business doesn’t just need new ideas. It needs better signals of what good looks like.
The R50 is our way of holding up those signals - companies making decisions with integrity, care, and accountability, even when it's hard. These businesses aren’t perfect. But they’re trying - honestly. They’re naming tensions, making trade-offs, and leading with intention.
That’s what we want to shine a light on. Not because it’s trendy. Because it’s needed.
This isn’t a ranking. Not an award. Not a shortcut to credibility.
It’s a living list - of real organisations taking real responsibility.
Some will have slowed down growth to protect their values. Some will have reshaped decision-making to give power back to their people. Some will still be figuring it out - and being transparent along the way. They’re not just telling a better story. They’re building a better way.
What we look for
We choose companies based on behaviour - not branding. We care less about what you say you value, and more about how you show it. We look for leadership across one or more of five core pillars:
Purpose & Long-Term Thinking: Where values shape how the business actually runs. Where speed isn’t the only measure. This could mean growing slowly, turning down investment, or holding a line others might not.
Ethical & Transparent Leadership: Where people tell the truth - even when it’s uncomfortable. Openness about trade-offs, tensions, and progress in motion.
Inclusive Culture & Representation: Where fairness, access, and belonging aren’t an initiative - they’re part of how the system is built.
Human First Leadership: Where leadership means listening, caring, sharing power. Where accountability matters more than charisma.
Stakeholder-Centred Decision-Making: Where decisions take into account all those affected - workers, customers, communities, and the planet. Where the impact is shared, not hoarded.
Not every organisation will show up in all five. That’s okay.
Each entry includes a behaviour or principle the organisation has demonstrated, a short spotlight paragraph, and a comment or reflection from someone on the team. Before publishing, we invite every organisation to review and contribute to their entry.
Want to be included?
This isn’t a closed circle. We’re always listening, and always learning. If your organisation - or one you admire - should be part of this, tell us. Fill out the form below.