Competition for a Social Purpose

Abstract

The world is facing some difficult times regarding environmental and social challenges. For the sake of Earth's future, all parties, including governments, businesses, and civil society, must act in ways that benefit these challenges. Yet, as evident, the efforts of business networks and governmental institutions are insufficient and lack the focus and stability that make it necessary for civil society and purposeful entrepreneurs to act. One of the actions that can make a small but impactful difference comes from social entrepreneurs and marketers. In this study, concepts such as social entrepreneurship, social marketing, purpose, and greenwashing will be discussed through a literature review and case analysis. An entrepreneurial business that aims for positive change and impact, Bego Jean's case, will be examined to understand purposeful brands and hopefully support the development of such purposeful enterprises. © 2025 Nova Science Publishers, Inc. All rights reserved.