Despite what cynics think, doing well by doing good is really just good business. Studies show that consumers love businesses with a mission, favoring organizations that prioritize sustainability and charity.

In his recent article for Inc, law professor and BigSpeak EVP Ken Sterling shares his know-how on how businesses can have a net positive impact on the world without jeopardizing their stability and bottom line. He argues that businesses that pursue the “highest good” for all parties reap rewards in the long run, with satisfied stakeholders and an improved reputation with clients.

In short, in the long term, ethical action leads to personal and professional profit.