The contradictions of an economic model that focuses solely on profit at any cost have proven unsustainable. Today’s consumers, citizens and workers no longer tolerate initiatives that are merely based on superficial marketing principles. The current moment increasingly calls for the market to adapt to society’s demands for fairer practices that are committed to effective transformation. Such commitment should be neither ethereal nor mistaken for altruistic self-sacrifice. On the contrary, it is possible to combine an effective commitment to human rights with a positive impact on profits.