Imagining a profitable force for good

This paper argues that it is not possible for brands to maximise profit and, at the same time, be a force for good.

Imagining a Profitable Force for Good

Steve WrightThe Grameen Foundation

Can brands maximize profits and be a force for good? No.

Brands are legally required to maximize profit, and this precludes any opportunity for them to be a force for good.

To make this case convincingly, it is first necessary to define terms.

Profit Maximization: Maximum profit is the greatest possible difference of total cost from total revenue. To achieve maximum profit, a corporation must not only maximize revenue, it must also minimize cost.

Force for Good:Being a force for good suggests making measurable progress...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands