good business

What is a good business? Generally folks believe that ESG and other moral imperatives are useful indicators. But what if it turns out that most consumers are actually living bad lives? It really does depend on how you define, a good life, for consumers, doesn't it?

By that definition, most B2C efforts that send plastic into the waste stream, memes into the clickstream, and sugar into bloodstreams, are simply making consumers live bad lives. But to many people, these are good lives, as the opportunity cost of being less biochemically and environmentally abusive ... would include a loss of serotonin, and money-making capability, which would render the consumer with the opinion that their lives had gotten worse. 

If you believe that most people are shitty imbeciles, then you must believe that most businesses are shitty ponzi schemes. 

So then what do you do about it? That's a lot of people to piss on, and argue with on a daily basis, at every turn of the page.