A Blueprint for a New Business Ethic

The notion that businesses should serve a purpose beyond profit is not new. But in Net Positive: How Courageous Companies Thrive by Giving More Than They Take, Paul Polman, former CEO of Unilever, pushes this idea further, arguing that companies must actively contribute more to the world than they extract. It is a bold thesis—one that calls for a fundamental shift in corporate priorities from short-term shareholder returns to long-term societal value.

Polman contends that businesses cannot afford to operate in a vacuum, indifferent to their impact on people and the planet. Climate change, social inequality, and political instability, he argues, are not externalities to be managed but existential threats to the very system that enables capitalism to function. Companies that fail to address these challenges will struggle to attract talent, investment, and customer loyalty. The businesses that thrive will be those that embrace a “net positive” mindset—actively working to solve the problems they have helped create rather than merely mitigating harm.

What makes Net Positive particularly compelling is its pragmatism. Polman does not simply issue a moral call to arms; he provides concrete examples of how businesses can adopt this model without sacrificing financial success. He draws extensively on his tenure at Unilever, where he championed sustainability initiatives while delivering strong returns for investors. His argument is not that companies should abandon profitability but that they should redefine success to include their impact on society and the environment.

Leadership, Polman argues, is the linchpin of this transformation. Change of this magnitude requires bold, principled executives willing to challenge the status quo and make difficult decisions. It also demands systemic thinking—businesses cannot drive meaningful change alone but must collaborate with governments, NGOs, and even competitors to reshape market dynamics.

Net Positive is ultimately a manifesto for a more enlightened form of capitalism—one that acknowledges business as a force intertwined with the broader challenges of society. It is not without its unanswered questions; the realities of shareholder pressure, political inertia, and corporate inertia remain formidable barriers to change. Yet Polman’s book is persuasive in its insistence that doing good and doing well are not mutually exclusive.

For business leaders seeking a roadmap to navigate the complexities of the 21st century, Net Positive is an essential read. Polman’s vision is not just aspirational—it is a necessary recalibration of capitalism for a world in which inaction is no longer an option.