‘From profit maximisation to ‘social maximisation’

Michael van Loenen is co-founder of YouBeDo.com, an exceptional online bookshop. Ten per cent of the purchase price of each book goes to a charitable organisation selected by the customer, at no extra charge for the customer.

YouBeDo wants to ensure the money goes to those who really need it. They refer to this as a ‘system turning point’. Fair and fun for their customers, whose new books contribute to a better distribution of funds.