(not an easy answer, but here is one answer:)
Make sustainable profits in sustainable ways.
How? Need to define 'sustainable ways', which is different for each company, and translate that for each individual's job role and evaluation criteria.
But is 'profits' necessary? In today's society with the current ownership structure, yes. Since pension funds, and the whole banking system is dependent on generating dividends to then give back to society, indirectly, or to re-invest. However, potentially profits are not necessary, when a company is privately owned, collaboratively owned and so on. There is a trend for this, but how important will it become?
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