I think there is a role for frameworks/ shared language here. E.g. Purpose Capital are talking about “steward ownership” as a new model for investing in mission-oriented companies. Essentially: governance shares for workers, dividend shares for investors. Dividends paid from profits, with a capped return. Requires company to focus on revenue, breaking the silicon valley model of exit-oriented, ultra-capital intensive, low revenue companies.

Also the FairShares framework for multistakeholder coops can help here too. They name 1) founders 2) workers 3) investors 4) workers. To me that is a very logical distinction that invites me to think about the appropriate rights and responsibilities of each class.

More people using the same language = we sound less weird. Less weird = more investable.