You know how everyone from McDonald's to BP is trying to convince you they're helping the world, and not just themselves?
B Corporation was created to call their bluffs, and to reward companies that actually are taking social responsibility seriously.
It's a new designation for commercial enterprises that checks their practices against high standards for transparency and social and environmental benefit.
Philanthropy blogger Lucy Bernholz:
"...why do I think the B Corp is a big deal? Its value based. Its structural. It inherently challenges our rigid definitions of public, private, and independent. Its systemic in its thinking, grassroots in its organization, movement-centric in its ideology, and accessible to enterprises of all sizes, shapes, and purpose."
Could B Corporation status take off? Only if consumers care.