Ranking companies on the issues Americans care about.


What Is JUST Capital?

JUST Capital, an independent, nonprofit research organization, makes it easier for people, companies, and markets to do the right thing by tracking the business behaviors Americans care about most. Our research, rankings, and data-driven tools help people make more informed decisions about where to invest, work, and buy to direct capital towards companies advancing a more just future. Our rankings of America’s Most JUST Companies is published annually in the December issue of Forbes.

How Was JUST Capital Established and Who Was Involved?

JUST Capital was co-founded by a group of concerned people from the world of business, finance, and civil society – including Paul Tudor Jones, Deepak Chopra, Rinaldo Brutoco, Arianna Huffington, Paul Scialla, and others. These leaders created JUST Capital with the long-term goal of helping to bring about a more just and balanced economy that serves the broader best interests of society. All remain very active in the organization.

Why Is JUST Capital A Nonprofit 501(c)(3)?

We believe that nonprofit status provides the best way to earn the trust of the public and companies alike, to focus on achieving our public mission, and become the preeminent provider of credible and unbiased information on just corporate behavior.

How Is JUST Capital Funded?

JUST Capital is an independent organization that is unaligned from any entity, corporation, or corporate interest. We are currently funded via grants from private individuals, board members, and foundations who share our vision and want to support our mission. Current partners include: the Jones Family Office, Ford Foundation, Nathan Cummings Foundation, Robert Wood Johnson Foundation, VoLo Foundation, Virgin Unite, and MCJ Amelior. We do not accept financial donations from companies we analyze and do not engage in any partnerships or commercial activities that create a conflict of interest. Any donations, revenue shares, or other sources of money will have absolutely no impact on the research, rankings, or analysis of companies. We rank all companies in the Russell 1000 with academic-level rigor and are not a “pay-to-play” or “opt-in” organization.

Why Does JUST Capital Survey the American Public?

We believe the American people know what is best for themselves, their families, and their communities. We believe in listening to them.

How Does JUST Capital Survey the American Public?

JUST Capital conducts extensive, nationally representative survey research on Americans’ attitudes and values relating to business behavior to assess which performance metrics are important to the public. The first step is to capture the American viewpoint of what constitutes just corporate behavior. Visit polling for more details.

  • Our research process includes focus groups, telephone interviews, online discussions, surveys, and other ways of talking to Americans in-depth about how they think corporations should behave. From this research, we determine our Drivers (broad categories) and Components (smaller actions) of just corporate behavior that serve as the foundation for our ranking model.
  • In order to determine how each of these Drivers and Components should affect the corporate rankings in our model, we use sophisticated survey research techniques, such as “maxdiff” and other types of scaling, to measure how much Americans think each category or action should matter to a corporation’s justness. These surveys are conducted of high-quality probability-based samples that represent all Americans.
  • We talk to 10,000 Americans each year in our focus groups and surveys, across all geographies, income levels, political persuasions, ethnicities, and education levels. As of 2018, we’ve given more than 81,000 Americans a voice in our research.

How Does JUST Capital Measure Company Performance and Rank Companies?

JUST Capital’s Rankings are the culmination of over four years of market research on what the American people prioritize regarding corporate behavior today. In 2018, JUST Capital conducted its survey of the American public, which included 9,000 respondents, in partnership with NORC at the University of Chicago. The survey results found that Americans, when asked to identify what is most important for companies to prioritize, ranked the following in order of importance: Workers, Customers, Products, the Environment, Jobs, Communities, and finally, Company Leadership & Shareholders. JUST Capital then tracked and evaluated the performance of companies against these priorities and created the ranking model that drives America’s Most JUST Companies, including the JUST 100 and Industry Leader lists. The selection of companies draws from the Russell 1000 Index, which represents over 90 percent of the U.S. stock market value.

We work with a robust Research Advisory Council of academics, economists, and subject matter experts to ensure that there is consensus and rigor around how we measure corporate behavior and which indicators are the best measurements of justness. We provide full transparency around our methodology to ensure what and how we’re measuring is accessible to anyone. Visit Methodology to learn more, or view the full Ranking Methodology. America’s Most JUST Companies, including the groundbreaking JUST 100 and Industry Leader lists, is published annually in Forbes.

Have questions about our research and rankings?  We want to hear from you!