Walk into any modern business conference, and you’ll hear the same buzzwords floating through the air: impact, ESG, sustainability, social good, purpose. It sounds like everyone’s trying to save the world and make money doing it. But when you look closer, you’ll realize that while the words are the same, the intentions behind them are very different.
Let’s break it down.
There are three kinds of businesses when it comes to combining profit and purpose. Each tells a different story:
1. Profit With Purpose
“We want to make money, and we want to make a difference.”
This is the story of a company that runs on two parallel tracks“profit and purpose”moving in the same direction. Both matter, and both are managed together.
Example: A detergent brand that removes stains effectively but also uses biodegradable packaging and invests in water conservation.
They didn’t start to save the planet, but now that they can, they do.
Think of it like: A chef who runs a profitable restaurant and decides to hire staff from underprivileged backgrounds. The food must still be great, but the purpose walks alongside.
Purpose is real, but it’s not the only engine.
2. Profit From Purpose
“We discovered that doing good is a good business.”
Here, the business doesn’t just carry a purpose—it sells it. The purpose becomes the product, and people buy because they believe in the mission.
Example: A shoe company that promises “Every pair you buy helps plant a tree.”
You’re not just buying shoes—you’re buying into a story.
Think of it like: A friend who opens a gym for senior citizens—not just to make them fitter, but because no one else cares about their fitness. Their purpose creates their market.
Purpose is the product—and the profit follows.
3. Profit For Purpose
“We make money to make a difference.”
This is the rarest of the three. Here, profit is not the goal—it’s the tool. The business exists only to fund a mission that’s bigger than the business itself.
Example: A rural dairy that uses all its earnings to fund girls’ education in the same village. Every litre of milk sold is a step toward building a school.
Think of it like: A marathon runner who uses prize money to build a hospital in their hometown. Winning isn’t the destination—it’s the fuel.
Profit exists only to serve purpose.
Why This Matters
All three models use the same words “profit and purpose”—but they don’t mean the same thing. And that’s the danger.
If you confuse them, you might end up trusting the wrong story, building the wrong business, or following the wrong leaders.
Ask yourself:
- Am I using purpose to win attention, or to create change?
- Is profit my co-passenger, my reward, or just my vehicle?
- When I say “purpose,” do I mean it—or do I market it?
The Takeaway
You can:
- Walk with purpose
- Earn from purpose
- Work for purpose
But only one of these makes purpose the final destination.
All are valid. But clarity matters. Because in the long run, customers, employees, and investors will feel the difference—even if your words sound the same.
✳️ Summary Table:
| Term | Purpose Role | Profit Role | Primary Driver | Analogy |
|---|---|---|---|---|
| Profit with Purpose | Purpose is a partner | Profit is essential | Balanced impact + profit | Walking two dogs on one leash |
| Profit from Purpose | Purpose is a lever | Profit is the goal | Commercializing impact | Purpose as the product |
| Profit for Purpose | Purpose is the goal | Profit is the fuel | Mission > Margin | Business as a fundraising tool |
