In an era when talent matters more than ever, and millennials — who tell pollsters they prioritize purpose in their careers more than their elders do — make up more than half the U.S. workforce, companies that don’t transition into fourth-sector businesses are likely to find it harder and harder to compete. It 's of growing importance that companies focus on shared values , according to Raj Kumar , founder and editor - in - chief of news site Devex . The " fourth pillar " creates jobs for workers and communities and creates profit . Young consumers take an interest in how a company treats its workers and the environment ; two - thirds of all consumers and 73 % of workers are willing to pay more for goods from a sustainable business , a Nielsen survey in 2015 found . Large businesses are increasingly aware of this trend ; 80 % of S&P 500 companies publicised their environmental and social commitments in 2017 , the Governance & Accountability Institute found .
It 's of growing importance that companies focus on shared values , according to Raj Kumar , founder and editor - in - chief of news site Devex . The " fourth pillar " creates jobs for workers and communities and creates profit . Young consumers take an interest in how a company treats its workers and the environment ; two - thirds of all consumers and 73 % of workers are willing to pay more for goods from a sustainable business , a Nielsen survey in 2015 found . Large businesses are increasingly aware of this trend ; 80 % of S&P 500 companies publicised their environmental and social commitments in 2017 , the Governance & Accountability Institute found .