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Social purpose may be a large and unwieldy phrase, but it’s not exactly vague. Rather, it’s pretty straightforward to determine what does and doesn’t count as a social purpose initiative, when it comes down to it. But things get a little more complicated when it comes to labelling a company or an initiative as “just” overall.

For the past five years, JUST Capital has surveyed nearly 100,000 Americans in an attempt to determine what they want from corporate America, and each year they rank the country’s “most just” companies based on these results. As JUST wrote in their report, “Announcing the 2020 Rankings of America’s Most JUST Companies,” it’s pretty clear what Americans want. JUST writes, “The response has been clear and consistent. Americans want corporations to stop prioritizing shareholders and instead put workers, customers, communities, and the environment at the heart of just business practices.”

Based on this response, JUST ranks each company by taking a look at a few categories: how it invests in its employees, how it treats its customers, how it supports its communities, how it reduces its environmental impact and how it delivers value to his shareholders.

So which companies do this best? And how do they do it?

Microsoft takes the top spot in 2020 for the second year in a row, this time with an overall score of 78.8 out of 100. They are first in the industry in the customer, community and shareholder categories, and second when it comes to workers and the environment. The top 10 for 2020 are: Microsoft, NVIDIA Corp, Apple, Intel, Salesforce, Alphabet, Anthem, PayPal, Procter & Gamble and VMware. Apple, Salesforce, Anthem, and PayPal are first-timers in the top 10 ranking.

But even smaller players can learn from JUST’s 2020 rankings. It’s encouraging to know that consumers value companies which give back and take initiative when it comes to doing good. And, many of the world’s most powerful companies are powerful because consumers trust them—with their business, and with the mark they might leave on the world.

The full list of JUST’s 2020 Overall Rankings is available online at justcapital.com/rankings