In 1970, Milton Friedman, a titan of 20th-century economic thought, famously declared that the sole social responsibility of business is to increase its profits. For half a century, this doctrine reigned supreme, shaping corporate strategy and defining the very purpose of the firm. But as we navigate the turbulent landscape of 2026, it is clear that Friedman’s world is a relic.
A new paradigm has taken hold, not through a sudden revolution, but through a steady, inexorable evolution. The age of the social capitalist has arrived, and with it, the realisation that doing good is no longer a philanthropic luxury but a strategic imperative for survival and growth.
