In a world that is constantly changing, it is the systems that put the common at the center that have the greatest chance of being sustainable in the long term.
Setting aside a portion of the profit to benefit some type of community building creates a stability and resilience that the individual alone cannot achieve. When profit is used for the good of all, a collective willingness to contribute is created, and everyone feels that they are part of a larger, meaningful community. This builds resilience against crises and strengthens the bonds between individuals, businesses and society.
Sharing the profits for joint initiatives does not mean that you have to give up being profitable or cost-conscious – quite the opposite. It’s not an either or. By setting aside a portion of the profits for the good of the community, companies and organizations become stronger, not weaker. Many companies invest large sums in building up internal corporate cultures, precisely to strengthen cohesion and work ethic. But when these investments are made selflessly and extend beyond the company’s own interests, the effect is much stronger. A culture that favors the common becomes a sustainable capital, something that increases over time and strengthens the company from the ground up – regardless of whether it brings short-term benefits or not.
From sacrifice to joy – profit as a shared resource
There is a distinct difference between giving back voluntarily and feeling compelled to do so. When a portion of the profit goes to support the community that made the success possible, bonds are strengthened and the community grows. The contributions are no longer seen as a burden but as an opportunity to be involved in building something lasting. In companies that are cooperatives, for example, part of the surplus goes directly back to the members and their projects. Here, not only financial benefits are created, but also a strong culture of responsibility and cohesion that others often become jealous of.
True legacy is a successful community, not own wealth of money
Being wealthy alone is rarely something people remember in the long run or are inspired by. However, creating a community that thrives and continues to grow leaves a mark and a real legacy. The communities that attract people are rarely exclusive residential areas with high foundations but safe, collaborative communities where people feel welcome and valued. And this is only possible if part of the financial surplus goes to building and supporting the common.
We have seen clear examples throughout history. Cooperative movements and popular movements in Sweden were based on the principle of strengthening each other. In cities around the world, social enterprises invest in sharing a portion of their profits with the community that surrounds them, creating both social benefit and inspiring more people to get involved. More modern examples such as B Corporations, where companies such as Patagonia and Ben & Jerry’s ensure that their profits are reinvested in sustainability projects, show how companies can be strengthened both internally and externally by having a social commitment.
Building community gives us more than security – it fulfills our basic needs
Maslow’s hierarchy of needs shows that people have different needs – from physical survival needs to self-actualization and a sense of belonging. By creating systems where profits are shared with the common, we meet multiple levels of these needs. Security is created when we know that our community has the resources to handle difficult times. We feel a sense of belonging when we see that our contributions matter. We achieve self-realization by being part of something that provides long-term value, that builds a positive culture where we feel seen.
A common resource pool of profits, reinvested in society, makes it possible to build both economic and social capital. The feeling of security and community creates a society where individuals can not only survive, but thrive.
Investing in the common – the sustainable business model of the future
When we see profit as an opportunity to build the common and create long-term stability, we also see the power of cooperation. Economic success and community engagement can, and should, go hand in hand. The old approach of “each to his own” is both unsustainable and outdated. The future belongs to those who are willing to share, invest in and build society.
The real success is not measured in numbers on the account but in the strength and well-being of the people and communities we built together.
