Tim Knowles, I describe how we got there in an article for McKinsey’s Long Term Capitalism challenge. For us the trenches were in Ukraine. Since then we’ve seen other forms of this approach evolve. Benefit corporations, Conscious Capitalism and Creating Shared Value, for example. By and large this is about creating new businesses where purpose is defined at inception.
As you may read in the comments Paul Polman of Unilever is one who sees a future for business which contributes more to society than it extracts from it : http://www.managementexchange.com/story/re-imagining-capitalism-new-bottom-line