I have a good friend looking to start a B corporation who asked for my thoughts. I’d heard of them but didn’t know much. He explained that he wants to create a company that’s profitable but also socially responsible. He wants it to make purpose and profits priorities—not put profits over everything else. I spent some time learning more about B corporations. I don’t think they’re applicable to all situations, and there are a fair number of hurdles, but I like what they’re created to do.

A few months ago, I shared my thoughts on skilled workers making purpose a priority in their employment decisions. I think this trend will continue to accelerate, and companies that put profits and purpose on an equal plane will win in the long run.

People and companies are beginning to be driven by more than financial gain. This is a great trend, and I can’t wait to see how it evolves.