The fruits of our capitalistic society have largely been accrued through the shareholder-centric business model. However a growing number of critics (including CEOs of publicly traded companies) have argued that this model has increasingly kept business narrowly focused on short term earnings. However, a new breed of organizations have cropped up that put social mission at the core of its business. A great article from Strategy+Business dubs these "Mission Controlled Companies." While not pure non-profits, they evaluate employees and initiatives based on their impact toward the organization's mission – not how profitable they are.
Just five years ago, most would have written this off as being too idealistic to work. But times have changed. It used to be that social movements wanted to be like corporate brands. Now corporate brands want to be like social movements. We think that's refreshing.