The share of Americans with a positive view of capitalism has fallen to 54%, the lowest level in 15 years, according to Gallup data cited by Fortune.
Fortune says more than 200 chief executives reject the idea that one side’s gain in the economy must necessarily come at another side’s expense. In their view, companies cannot deliver long-term value for shareholders without also taking into account the interests of customers, employees and society.
The publication points to three examples of that approach.
Walmart
Under Doug McMillon, Walmart increased investment in employees, e-commerce and technology while maintaining its low-price strategy. Although the company’s shares initially fell 10%, the strategy later paid off. In 2026, Walmart’s market value surpassed $1 trillion, sales grew and its standing as an employer improved.
Starbucks
Led by Brian Niccol, Starbucks stepped back from several measures that could have boosted revenue or cut costs but would have hurt customers and employees. Instead, the company simplified its menu, improved service and invested $500 million in staff. As a result, comparable sales rose for four consecutive quarters and the stock gained more than 22%.
Rio Tinto
After the destruction of the 46,000-year-old Juukan Gorge rock shelters, Rio Tinto faced a loss of trust from Indigenous communities, authorities and investors. New chief executive Jakob Stausholm invested in rebuilding relationships and revising the company’s approach to cultural heritage protection. Over the following five years, Rio Tinto’s total shareholder return reached 66%.
Fortune concludes that balancing the interests of customers, employees, society and shareholders can work as a practical management principle. The publication argues that trust, corporate culture and public support can be just as important to business as tangible and financial assets.
