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The JUST 100 and What Americans Want from Business • Purpose 360 • Episode 193

The JUST 100 and What Americans Want from Business

In today’s business landscape, companies are judged not just by their financial performance but by how well they meet the expectations of the public. People want businesses to pay fair wages, invest in their employees, support communities, and act with integrity. JUST Capital has spent the past decade tracking these expectations and measuring how well companies live up to them, ultimately creating a powerful framework for evaluating responsible business practices.

We invited Martin Whittaker, CEO of JUST Capital, to speak about the organization’s Americans’ Views on Business survey and the 2025 JUST 100 rankings. This year’s survey findings reveal that, despite political polarization, Americans agree that companies should create value for all stakeholders, including workers, customers, communities, and the environment. And with the JUST 100, Hewlett Packard Enterprise topped the JUST 100 list for the second year in a row, serving as a reminder that companies that prioritize stakeholder value are performing better in the market.

Listen for key insights on:

  • What to learn from the companies topping the 2025 JUST 100 list
  • Key trends on the growing demand for transparency, ethical decision-making, and worker investment
  • How corporate leadership is evolving in response to public expectations

Resources + Links:

Business is an unlikely hero: a force for good working to solve society’s most pressing challenges, while boosting bottom line. This is social purpose at work. And it’s a dynamic journey.

Purpose 360 is a masterclass in unlocking the potential of social purpose to ignite business and social impact. We illuminate the growing impacts of purpose, from engaging employees and fostering deeper consumer loyalty to inspiring product innovation and increasing market share.

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