But as these movements grow, they often face a catch-22: To maximize impact, they want to expand and include as many incumbent organizations in their movement as possible — but to remain authentic to their core values and avoid becoming coopted and diluted, it’s often necessary to exclude larger incumbents.
Instead, innovators around the world have begun attempting to create organizations and offer products built on entirely new value systems, explicitly prioritizing social responsibility over profits. Researchers call these movements: products and organizational structures such as microbreweries, organic farms, fair-trade certified distributors, low-power radio stations, and other initiatives that are intentionally socially motivated.
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