“If you want to know how the big companies you interact with perform on the things you care about, come to JUSTCapital.com and we will tell you,” said Martin Whittaker, CEO of JUST Capital. JUST Capital is a nonprofit co-founded by a group of investors, including Deepak Chopra, Arianna Huffington, and Paul Tudor Jones, that ranks companies based on “the issues Americans care about most.” Whittaker told Bold Business that his organization is providing data that allows people to invest in companies that “share their sense of purpose.” Once this type of data is widely available to consumers, it comes down to whether they are “motivated enough to change the way [they] buy,” says Whittaker.
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