bertolini even pays workers to sleep more at night.se costs on to the aetna consumer. >> you know, our stock price is up. you know, we haven't lost a step. but we've spent millions of dollars doing this. >> reporter: i don't understand, if it's obviously a great investment, if it's -- your stock price is still gonna go up, you would think it would be obvious that everyone would be doing it. but they are not. why are they not? >> we need to change the dialogue. >> reporter: a dialogue, he says, that creates a new measure of success. >> 18% of the american public actually believes corporations are good. 18%. so, you know, how much lower do we need to go before we figure out this doesn't work? and so, instead of waiting for it to go away, why don't we step forward with some courage and conviction to make it better? >> reporter: a new capitalism. >> yeah, let's reinvent it. i mean, we're the captains of it. why shouldn't we be the ones that say, "here's the new way"? let's us, as a group of people, stand for something, and say, "we're gonn