An Amazon.com Inc. institutional investor is pushing the world’s largest online retailer to conduct an audit on racism and diversity. Three other shareholders want Amazon to name a worker to its board.

George Serafeim wants to revolutionize the way businesses calculate their success.

The 62-year-old has been taking the world of business and finance to task for its role in systemic racism for longer than most. Now she and her team have hatched a new game plan.

While such investors are generally small in terms of assets under management, they raise issues that are often backed by larger investment firms.

The CEO of one of the oldest responsible-investing firms says ending racism in America is a responsibility of corporations and that his company will press them to disclose information about their racial diversity.

Some pension funds will hold it against asset managers that tapped emergency U.S. government money designed for struggling small businesses.

The market for funds that focus on environmental, social and governance investment principles has ballooned in recent years with more than 1,000 opening since 2015.