When firms put people before short-term profits, they often outperform traditional corporations in the long run.

That’s largely because today’s consumers frown upon corporate greed. Seventy-five percent of Americans say they won’t shop at companies that don’t reflect their values. And 65 percent do their own research to verify firms’ social and environmental claims.

Many shoppers deliberately patronize companies that advance the greater good. Just look at Unilever, the multinational firm famous for Dove body wash, Lipton tea, and Ben & Jerry’s ice cream. The company’s “sustainable” brands are growing 30 percent faster than its other brands. Ben & Jerry’s, for example, has tripled revenue since 2000 while increasing its social and environmental advocacy.

Or look how consumers have rewarded cosmetics company Natura, which became the world’s largest B corporation in 2014. Since revising its corporate articles to serve all stakeholders, its share price has doubled.

These aren’t anomalies. In the United Kingdom, B corporations are growing 28 times faster than the economy as a whole.