More Than Money: Why Impact Investing Is Reshaping the Rules

When Revolution Foods launched, its founders—frustrated by the unhealthy school meals their students were served—saw an opportunity for major change. Rather than separating 'business' and 'philanthropy,' they created a for-profit company with social wellness as the foundation. Early investors were skeptical: could a company do well by doing good?

Over time, the company’s impact became its core calling card—delivering healthier meals to millions of kids, often in high-need districts, while growing rapidly and attracting follow-on investment from socially-minded funds. They measured their impact (lower obesity rates, better attendance, improved student health) and led with those stats in every partnership conversation.

Behavioral economics research supports this hybrid approach: businesses built for both profit and social impact are more resilient and attractive to the new wave of consumers and employees, especially younger generations. Purpose, it turns out, isn’t just morally satisfying; it drives growth, trust, and loyalty in a crowded market. Social and financial returns, far from being in conflict, can reinforce each other when thought through from the ground up.

Whatever your main project, start by clarifying who you want to help and how you’ll measure success beyond just profits—make it concrete. Rework your product or service so that social benefit is impossible to separate from business outcomes. Tap into funding and partnerships that value this alignment, always explaining not just what you do, but why it matters for people or the planet. Your purpose can be your competitive edge.