The idea that companies must choose between purpose and profitability is an outdated myth—and one Aurora Archer is determined to debunk. “We’ve been sold a bill of goods,” says Archer, CEO and founder of The Opt-In™, a B Corp specializing in culture strategy and social impact consulting. In her view, aligning profit with purpose isn’t just possible—it’s a pathway to growth, brand loyalty, and long-term business success.
And yet, resistance remains. “If I had a dime for every time executives—particularly HR leaders—told me I should pack my bags and go work for a nonprofit because I care too much, I’d have enough to pay for my kid’s college,” she says. But Archer is undeterred. Her work is built on the belief that profitability and impact aren’t in conflict—they’re interconnected.
Why redefining your stakeholders is essential
To build a more equitable economy, companies must rethink who they serve. “People—communities, customers, and employees—along with the planet should be just as central to a company’s decision-making as profitability,” Archer says. Instead of catering solely to shareholders, business leaders should map their social impact journey the same way marketers map a customer journey: by understanding the needs of everyone involved, from internal teams to the broader supply chain.
“We must move from a one-dimensional view of business to understanding we can hold multiple truths,” she says. Recognizing broader stakeholders isn’t the final step—it’s the beginning of a structured transformation. Purpose needs to be embedded in strategy, not treated as an add-on.
What real transformation looks like
Archer outlines a clear roadmap for embedding social impact into business models—one that prioritizes both people and profit:
- Build a long-term roadmap. “We incubate it,” she explains, pointing to three-year plans backed by ten-year visions, complete with clear goals, strategies, and resources.
- Set up a transformation team. Leadership and changemakers must be accountable for driving the roadmap and adjusting as business needs evolve.
- Engage diverse innovators. Frontline voices can spot gaps and opportunities that traditional leadership might overlook.
- Integrate people with process and tech. Investing in human development must be as strategic as upgrading technology.
- Embed cultural competency. Leaders need to pair technical expertise with cultural literacy to serve a diverse stakeholder base.
- Sustain commitment. “We can have all the processes, focus groups, and war rooms, but commitment is what breaks us down,” Archer says. Staying the course is essential—even when it’s hard.
Staying relevant means embracing diversity
For Archer, embracing diversity isn’t just a moral imperative—it’s a business one. “The Latino population is the fastest-growing and youngest demographic in the US,” she notes. Failing to address the needs of a changing population puts growth and innovation at risk. Younger generations, particularly Gen Z, are also pushing companies to lead with purpose.
Why now is the time to lead
With trust in corporations surpassing that of political institutions, the public is looking to business leaders to step up. “Our impact spans finance, resources, and the planet,” Archer says. “As my dad always said, 'To whom much is given, much is expected.' We have the ability to make a difference, so let’s do it.”
Still, she acknowledges that not everyone is ready to jump into activism. “We need to meet executives where they are,” she says. But the message remains clear: leadership must evolve. “You can’t lead in the knowledge age without understanding that leadership must change,” she adds.
To thrive in today’s market, Archer says businesses must commit to ESG integration with long-term investment—five to ten years of real resourcing, not just vision statements. “This responsibility is on our shoulders, and I believe it should be.”
For companies that are ready to embrace that responsibility, the future isn’t just promising—it’s profitable.
FUTURE(S) is a 6-part eBook series exploring what the future of work demands—from leadership and equity to purpose and profit. Don’t miss “Choosing the path to profit through social impact” for a practical look at how companies can grow by doing good.
This piece was written by Kaila Caldwell and features insights from Aurora Archer for FUTURE(S).