Prosperity: Better Business Makes the Greater Good by Colin Mayer Summary

1. Profit emerges from solving human and planetary problems, not shareholder mandates.
2. Trustworthiness beats short-term gains in building loyal customers and engaged employees.
3. Corporations must prioritize purpose over profits to drive long-term value.
4. Colin Mayer redefines corporate success as solving, not causing, societal crises.
5. Measure success through natural, human, and social capital — not just GDP.
6. Abandon Milton Friedman’s doctrine; align profits with purposeful problem-solving instead.
7. Businesses thrive when committed to values beyond quarterly earnings reports.
8. Wealth alone can’t buy happiness; purpose and cooperation define true prosperity.
9. Commit to purpose, build trust, uphold values — the triad for sustainable business.
10. Business success now demands solving climate and inequality, not just profit.
11. Transform shareholder primacy into stakeholder prosperity through measurable environmental impact.
12. Long-term corporate survival requires redefining profit as a byproduct of purpose.

Sull'autore di Prosperity

Colin Peter Mayer is the Peter Moores Professor of Management Studies at the University of Oxford’s Saïd Business School and the author of Prosperity: Better Business Makes the Greater Good, a transformative work challenging traditional corporate paradigms.

A leading authority on corporate governance and purpose-driven business, Mayer combines decades of academic research with practical insights from advisory roles at institutions like Oxera and the UK Natural Capital Committee.

His book critiques shareholder-centric models, advocating for businesses to prioritize social and environmental well-being alongside profit—a theme rooted in his leadership of the British Academy’s “Future of the Corporation” initiative.

Mayer’s other influential works include Firm Commitment: Why the Corporation is Failing Us and How to Restore Trust in It and Capitalism and Crises: How to Fix Them, which expand on systemic economic reforms.

Appointed Commander of the Order of the British Empire (CBE) in 2017, his ideas shape global policy debates and corporate strategies, with Prosperity serving as a cornerstone text for redefining 21st-century business ethics.

FAQ su Prosperity

What is Prosperity: Better Business Makes the Greater Good about?

Prosperity challenges the traditional view that businesses exist solely to maximize shareholder profit. Colin Mayer argues this mindset has harmed economies, environments, and societies. Instead, he proposes corporations should prioritize solving societal and environmental issues profitably, redefining their purpose to foster long-term economic and social well-being. The book outlines reforms in corporate governance, ownership, and regulation to align business with broader societal goals.

Who should read Prosperity: Better Business Makes the Greater Good?

This book is essential for business leaders, policymakers, and students of economics or sustainability. It’s also valuable for anyone interested in corporate social responsibility (CSR), ethical business practices, or systemic economic reform. Mayer’s insights appeal to readers seeking actionable strategies to align profit with planetary and social health.

Is Prosperity: Better Business Makes the Greater Good worth reading?

Yes. Mayer’s well-researched critique of shareholder primacy offers a visionary yet practical blueprint for redefining business success. Its blend of academic rigor, real-world examples, and policy recommendations makes it a timely resource for addressing modern challenges like inequality and climate change.

What are the main ideas in Prosperity: Better Business Makes the Greater Good?

• Purpose over profit: Profit should be a means to solve human and environmental problems, not an end goal.
• Corporate accountability: Businesses must prioritize trustworthiness, values, and long-term societal impact.
• Legal and governance reforms: Mayer advocates for restructuring ownership models, taxation, and regulations to incentivize purpose-driven business.

What arguments does Colin Mayer make against shareholder primacy?

Mayer attributes economic inequality, environmental degradation, and political distrust to the shareholder-first model. He argues this narrow focus undermines innovation, employee welfare, and sustainable growth. Instead, businesses should balance profit with responsibilities to stakeholders like customers, communities, and future generations.

How does Prosperity redefine corporate purpose?

According to Mayer, a corporation’s purpose is to “produce profitable solutions to the problems of people and planet.” This shifts the focus from profit maximization to creating value through ethical problem-solving, fostering trust with stakeholders, and aligning operations with societal needs.

What policy changes does Colin Mayer propose in Prosperity?

• Ownership restructuring: Longer-term investor commitments to align with societal goals.
• Governance reforms: Boards accountable to a broader range of stakeholders.
• Regulatory incentives: Tax breaks and legal frameworks rewarding environmental and social contributions.

What are key quotes from Prosperity: Better Business Makes the Greater Good?

• “The purpose of business is to produce profitable solutions to the problems of people and planet.”
• “Profit is not the objective of business; it is a means to achieving a purpose.”

These lines encapsulate Mayer’s argument for reorienting business around societal value.

How does Prosperity compare to other business ethics books?

Unlike conventional texts focused on profit optimization, Prosperity offers a systemic critique of capitalism’s flaws and a roadmap for embedding ethics into corporate DNA. It complements works like Doughnut Economics but stands out for its legal and governance-focused solutions.

What are criticisms of Prosperity: Better Business Makes the Greater Good?

Some argue Mayer’s vision may be idealistic, particularly in incentivizing short-term-driven industries to adopt long-term reforms. However, his detailed policy proposals and historical examples provide a pragmatic counter to skepticism.

Why is Prosperity relevant in 2025?

As debates about ESG (Environmental, Social, Governance) investing and corporate accountability intensify, Mayer’s framework offers actionable steps for businesses navigating climate crises, AI ethics, and equitable growth. Its principles align with global trends toward stakeholder capitalism.

What is Colin Mayer’s background in business and academia?

Colin Mayer is Emeritus Professor at Oxford’s Saïd Business School, a Fellow of the British Academy, and advisor to governments worldwide. His expertise in corporate governance, taxation, and sustainability underpins Prosperity’s authoritative tone.