Why Doing Good Is No Longer Optional in Business

For decades, the default setting in business was clear: prioritize profit. Social responsibility, if mentioned at all, was usually a side note or a holiday donation. But as Bea Boccalandro shared on a recent episode of The Bliss Business Podcast, that era is over. “It’s just time,” she said. And she’s right.

We’re living through a shift that is pushing leaders, employees, and entire organizations to rethink what it means to be successful. Social impact is no longer a trade-off. It is quickly becoming a competitive edge.

The Expanding Role of Business

In the 1930s, offering hard hats on a construction site was considered radical. Today, it is the law. That same kind of evolution is happening again, this time around issues like climate responsibility, equity, and community well-being. The role of business is expanding to meet modern expectations.

Bea pointed out that more than 90 percent of S&P 500 companies now publish ESG or CSR reports. These are no longer optional or symbolic. They reflect a new baseline of accountability.

What made Bea’s insights stand out was that she didn’t just make a moral argument for social responsibility. She made a strategic one.

Purpose-driven companies grow faster. They keep employees longer. They earn stronger customer loyalty. And the data backs it up.

Purpose Without the Platitudes

One of the most refreshing parts of the conversation was Bea’s take on what purpose really looks like in action. It’s not always a sweeping corporate declaration or a life-changing mission statement.

She introduced a concept called "job purposing." It is about small, meaningful acts that give employees a sense of contribution, right in the flow of their daily work.

She shared stories like Luz, a housekeeper at Caesars Palace who collects used soap that is recycled and donated to families in need. Or Leroy, a parking attendant who checks tire tread to help guests stay safe on the road.

These moments might seem small, but they are deeply human. They give people a reason to care about their work. And they make a measurable difference in engagement, retention, and even physical health. Bea cited studies showing that people involved in job purposing have up to a 24 percent lower risk of cardiac events.

“Purpose-driven companies grow faster. They retain employees longer. They generate stronger customer loyalty. The numbers back it up.”

The Risk of Getting It Wrong

Of course, purpose can’t just be layered on top. When it is not authentic, it backfires. The episode touched on examples like the infamous Pepsi ad during the early Black Lives Matter movement. Campaigns like that fail when they don’t reflect real values or internal alignment.

Bea suggested a helpful test. Before you launch a purpose-driven message, ask yourself if your employees would believe it. If not, the outside world probably won’t either.

Marketing That Builds Trust

At The Bliss Business Podcast, we often talk about building love into scalable systems. This episode brought that idea to life.

Bea referenced a fascinating study comparing emotional responses to socially conscious ads versus traditional product ads. The former activated the same part of the brain that lights up when people gaze into the eyes of a loved one.

That’s not just marketing. That’s connection.

The takeaway for brands is clear. Speak to the heart. Be consistent with your values. Build trust from the inside out.

The Case for Doing Good

There is plenty of hard evidence supporting this approach. One study found that even a modest increase in a brand’s perceived social responsibility led to an eight percent rise in revenue.

These results are not just feel-good outcomes. They are indicators of a growing business strategy that aligns people, purpose, and performance.

A Simple but Powerful Message

Bea closed the conversation with a quote that captures the spirit of her work.

"If your job doesn’t improve the world, improve your job."

In a time when many people feel overwhelmed and disconnected, that message offers a clear and hopeful call to action. Whether you lead a team, run a business, or simply show up every day with good intentions, doing good is no longer a detour from success.

It is the path forward.

Check out our full conversation with Bea Boccalandro on The Bliss Business Podcast.