A 2019 study found that 52% of individual investors in the USA have adopted sustainable investing (and 67% of Millennials), even though 64% agree that there may be a financial trade-off for doing so. This willingness to trade-off financial profit for environmental good reflects a SET perspective where social and environmental concerns have priority over profit maximization. For more details see the report from Morgan Stanley.
A recent article in the Journal of Business Ethics argues that "conceptualizing individuals as profit-maximizing actors neglects their freedom to reflect on the purposes and goals of their actions.” The authors call for the development of management theory and practice that is grounded in alternative normative assumptions. This is entirely consistent with SET management, which is grounded in virtue ethics that challenge the materialistic and individualistic assumptions and utilitarian ethics that characterize the dominant approach to management.
Moosmayer, D. C., Waddock, S., Wang, L., Hühn, M. P., Dierksmeier, C., & Gohl, C. (2019). Leaving the road to Abilene: A pragmatic approach to addressing the normative paradox of responsible management education. Journal of Business Ethics, 157(4), 913-932.