The rise of social enterprise as a new class of organization and the basis of emerging hybrid industries has potential implications for the future of both charity and business. However, we know relatively little about the processes or means by which individual actors and organizations become aligned with movements, nor and the mechanisms by which this alignment leads to active participation in collective action and, ultimately, field emergence (Snow & McAdam, 2000). We examine this phenomenon through an inductive study of the B Corp movement in the U.S. and build a process model of identity correspondence spanning the individual and organizational levels.