As the times change, Corporate America wants to convince you that it’s changing too.

Social justice and climate action are hot-button topics that continue to shape national dialogue. Now, some CEOs might see their pay affected based on the impact of their contribution to the causes.

Here’s one idea that’s catching on: Cut the pay of corporate leaders if they don’t meet their climate goals.

Though the practice is not widespread, several firms — including oil companies such as Shell, Murphy Oil and the refiner Valero — are embracing it, often under pressure from activist shareholders.

“We believe that compensation drives outcomes,” says Danielle Fugere, president of As You Sow, a nonprofit that works in shareholder activism. “So when an executive team is incentivized to actually accomplish a goal, then they’re more likely to do so.”

Of course, the idea has developed plenty of opposition, both from advocates who aren’t sure the plan is enough and detractors who think it goes too far.

Still, some boards are balking. Say shareholders ask a board to tie 20% of an executive compensation package to environmental or social goals. The board might worry that would reduce the incentive to meet other business goals.

“What in the current bonus plan has suddenly become 20% less important?” Koors asks. “Have profits become 20% less important? Have revenues become 20% less important? That 20% has to come from somewhere.”

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