The profit motive—the relentless pursuit of making more money—has long been regarded as the engine of economic growth and prosperity. It’s the cornerstone of capitalism, the driving force behind innovation, and the metric by which success is often measured. But there’s a darker side to this narrative, one we seldom acknowledge: the profit motive, left unchecked, can lead to unethical behaviour, exploitation, and a disregard for the well-being of others.
In a world where many people would do almost anything to make (or increase) a profit, the moral compass often takes a backseat. And when profit becomes the primary goal rather than a necessary byproduct of value creation, we risk turning the very system that sustains us into one that harms us.
The Profit Motive: From Servant to Master
At its core, profit isn’t inherently bad. In fact, profit is essential for economic sustainability. It enables businesses to grow, innovate, and reinvest in their communities. Profit is what allows a business to survive, pay employees, and continue offering goods or services. In this sense, it’s a necessary element of any healthy trade—it ensures that transactions are win-win, where both parties benefit and the system remains viable.
But problems arise when profit becomes the master rather than the servant. Instead of being a means to an end—supporting growth, fostering mutual benefit, and improving lives—profit becomes the end itself.
Consider the example of a company that discovers its product is harmful to consumers. At that moment, the organization faces a moral decision:
- Acknowledge the harm and either improve the product or discontinue it, even if it means losing money. Or:
- Stay silent, keep selling the product, and continue profiting while consumers remain unaware of the risks.
When profit is the master, the temptation to choose the second option is overwhelming. And in many cases, businesses do choose silence, rationalizing their decision with thoughts like, “If we don’t do it, someone else will,” or “It’s not that harmful.”
This is where the profit motive becomes problematic—not because profit is bad, but because the moral imperative is often weaker than the longing for more money.
The Naïve Assumption: Profit Maximization Equals Good
One of the most dangerous assumptions in modern economics is that profit maximization inherently leads to positive outcomes. The logic goes like this:
- If a company makes more money, it must be providing value.
- If shareholders are happy, the business is successful.
- If the market rewards a product, it must be beneficial.
But this logic is flawed. Profit doesn’t always reflect value, and market success doesn’t always mean societal benefit. Tobacco companies, for example, have historically been incredibly profitable—yet their products have caused immense harm to public health. Similarly, social media platforms that thrive on addictive algorithms are profitable, but their impact on mental health and social cohesion is far more questionable.
Profit maximization, unchecked by moral considerations, can lead to outcomes that are detrimental to individuals, communities, and even the environment.
Trade as Mutual Benefit
What if, instead of focusing on profit as the ultimate goal, we emphasized mutual benefit? Trade, at its heart, is about exchange—each party provides something the other needs or values. When done right, trade is a collaboration, not a competition. Both sides walk away better off than they were before.
In this model, profit isn’t the goal; it’s the indicator that value has been created. It’s a sign that both parties benefited, that resources were allocated efficiently, and that the business can continue to operate and grow.
This shift in mindset—from profit as the ultimate aim to profit as a byproduct of mutual benefit—would radically change how businesses operate. Instead of asking, “How much money can we make?” businesses would ask, “How can we create value in a way that benefits everyone involved?”
The Moral Must Be Stronger Than the Money
In a world where the profit motive dominates, it’s easy to lose sight of the bigger picture. But profit without ethics is a hollow victory. The true test of a business—or an individual—is not how much money they make, but what they’re willing to do (or not do) to make it.
Would you continue selling a product that harms people if it meant higher profits? Would you cut corners on safety, quality, or transparency if it gave you a competitive edge? These are the questions that reveal where a person or organization’s true priorities lie.
When the moral compass is stronger than the longing for money, businesses are more likely to:
- Prioritize safety and quality over cutting costs.
- Be transparent about potential risks or downsides of their products.
- Invest in sustainable practices that benefit the environment and future generations.
- Value relationships with customers, employees, and partners over short-term gains.
A Better Way Forward
We don’t have to abandon profit—it’s a vital part of any sustainable enterprise. But we do need to redefine its role. Profit should be a measure of success, not the definition of it. A company that prioritizes mutual benefit, operates with integrity, and focuses on creating real value will not only be more ethical—it will likely be more sustainable and resilient in the long run.
After all, consumers are becoming more aware. People are increasingly choosing to support businesses that align with their values, that prioritize ethics over exploitation, and that see profit as a tool for growth, not the sole purpose of their existence.
In the end, profit and purpose don’t have to be at odds. When we remember that trade is about mutual benefit, we can build a system where profit serves us—not the other way around. And isn’t that the kind of world we’d all rather live in?
Dutch 
English