A new trend gripping the world of business is certifications from B Lab. Such certified firms are known as B Corps and this once done is akin to a farm qualifying as organic. The idea of this certification is that the company is doing good for the society. Here the shareholder benefits do not clash with values driven for other stakeholders. It is also a great marketing ploy as supported by marketing research conducted by Nielsen which states that two-thirds of global consumers are more willing to spend on products or firms that have a clean image. It also makes it a more attractive investment proposition.

Source:  http://www.huffingtonpost.com/shane-paul-neil/the-surprising-competitiv_b_9476380.html?section=india