It means that products and services come from a place where people and the environment not only are respected, but will be better off because of their involvement with producing the product and services.
*Better working and living conditions
*Fair wages for workers
*Integrating into and caring for the environment
*Better health care and education
*Better nutrition and clean water sources
When people are given these basic needs, it is proven that they will also care more about the world around them... which is the basic principles behind Maslow's Hierarchy of Needs theory.