How Masami Sato And The B1G1 Movement Help Companies To Create A World Full Of Giving

Masami Sato, Founder of B1G1 at Fusionopolis | B1G1 COPYRIGHT 2021. ALL RIGHTS RESERVED.

Many business owners want to do good and make a difference. Until now, it's never been easy for them to know exactly how they can do that in an inspiring, meaningful, and measurable way. B1G1 is a global business-giving movement on a mission to create a world full of giving and transform how businesses can make a significant impact. Thousands of businesses worldwide are empowered now to create measurable positive changes daily. By joining B1G1, any business can become a force for good, turning imagination into tangible results for a better world.

Together with Masami Sato, the founder of B1G1, we delved into the transformative journey that led Sato to pioneer a movement where business meets philanthropy in seamless harmony, formed by resilience, compassion, and a deep-seated belief in the inherent goodness of humanity.

Sato's path to B1G1 was crafted by a myriad of profound and life-changing experiences, from leaving her native Japan at a young age to backpack around the world with limited resources to encountering the generosity of strangers in the most unexpected places. “Looking back now, it feels like everything happened as a part of a plan. But when I was ‘in it’, often it didn’t feel that way. It’s been a bumpy journey full of obstacles. It was after I left my native Japan at 20 to backpack around the world with no English and little money that I met many individuals with unique stories and qualities who helped shape who I am, my personal beliefs, and the work of B1G1,” Sato noted.

Reflecting on her upbringing marred by trauma and self-doubt, Sato shared how her worldview evolved from one of judgment to one of appreciation for the diverse tapestry of human kindness and resilience, “Leading up to that, my childhood was one of trauma and self-doubt, impacted by insecurity in the family, multiple relocations and bullying at school. And I used to judge myself and what I saw in the world. I thought that the poverty and suffering of people were caused by human greed and commercialization. I thought that consumerism and profit-driven businesses were the source of most problems.”

But as she sought answers to her dilemma and questions, traveling with little means and resources, she encountered amazing generosity, kindness, and unique qualities people shared with her. “I learned from farmers who worked with nature for generations to create abundance. I learned from people who joyfully took me in to share their meals when they had so little for their own family. I also learned from business people with passion, trying to improve lives,” she recollected. 

“It was when I stopped judging that I started to see the real gifts of people and the potential of the good we can do together in harmony. That’s when I started to see the positive power of businesses and founded B1G1 in 2007 – an initiative to connect businesses with opportunities to create positive impacts so that we can create a better world together,” Sato added. 

Coe & Coe cup | B1G1

The turning point came with the birth of her children, a moment that crystallized her commitment to making a positive impact in the world. Even amid personal challenges, such as giving birth to her second child in a sink at a commercial kitchen where she ended up living while facing homelessness during her early entrepreneurship endeavor, Sato found solace in the kindness of others—a testament to the transformative power of human connection. “I didn’t give up during those times because of the people who extended their kindness and generosity to me when they had so little,” she kindly reflected.  

Central to Sato's journey was the serendipitous encounter with her husband and business partner, Paul. Despite their age difference of 31 years, their partnership became the cornerstone of B1G1's mission to integrate meaningful giving into the fabric of everyday business activities. “Our relationship didn’t seem to make sense then. But in the last 17 years together, we made B1G1 a way for businesses to embed meaningful giving into everyday business activities. Without his friendship, mentorship, and support as a husband, and an amazing stepfather to my children, my work at B1G1 would not have been possible,” Sato acknowledged.

Discussing the platform, Sato explained, “B1G1 is a social enterprise movement that transforms business actions into moments of positive impact. B1G1 is a membership initiative for businesses that want to create a positive future together. Our Members help each other create better businesses that can create greater good.”

At the heart of B1G1's model lies simplicity and efficacy. Every business success story becomes an opportunity to effect meaningful change in communities around the world. It could be a nourishing meal, a day's education, or life-saving clean water—small actions that accumulate to create a significant difference. 

B1G1's global reach spans across all continents, with businesses of all types, with the philosophy that businesses with a real sense of purpose can change our world together, to create a truly sustainable world that’s full of kindness and compassion. 

This way, businesses can contribute to a global tapestry of change, seamlessly and sincerely while uniting and engaging their teams and customers. 

For Sato, success transcends mere metrics, “Impact for B1G1 goes beyond the metrics, although we are proud to have generated over 350 million giving impacts already. Success, for us, is witnessing a tangible difference in the quality of life and the sustainability of the communities we serve. Working with more than 450 projects in over 50 countries on all continents, our Members are making a real difference every day.”

“We see genuine success in the empowerment of individuals and in the stories of transformation that unfold from our collective actions. This journey of impact is continuous, and every milestone is celebrated with heartfelt appreciation for the community that made it possible,” she added.

B1G1's roster of partner companies exemplifies the diverse ways in which businesses can make a difference. Each company that joins B1G1 brings its unique ethos to its shared mission. 

Some of the standout examples include a tech firm that decided to pair their innovation with reforestation efforts, illustrating the symbiosis of technology and nature; a pest control company that employs army veterans with traumas while supporting children with insecurities; and even corporate team-building businesses that integrate measurable impacts into their team-building games and activities. 

There are also the cafés and gyms that, with every cup of coffee or every gym check-in, offer the gift of water or education—turning a daily ritual into a daily contribution — a daily act of kindness. 

As B1G1 looks to the future, Sato wants to see a world where every business embodies the ethos of giving back, where philanthropy is not an afterthought but an integral aspect of corporate culture. Leveraging technology and innovation, B1G1 seeks to expand its network, forging new connections and opportunities for businesses to be a force for good.

In Sato's vision, every transaction becomes an opportunity for positive change, and every moment a gift to create a more fulfilling and sustainable future. Together, businesses can pave the way for a world where kindness, compassion, and purpose intersect at the heart of commerce.