By nature and by convention, business struggles to be altruistic or socially aware. The profit motive is not just a human drive, it’s built into legislation all around the world. Profit is hard-won and ‘giving it away’ is counter-intuitive. So, it takes a fresh way of looking at things to enable business to automatically serve a social need while doing business as usual. Or, if you like, to make business as usual socially beneficial.