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Profits can be short-term when the executive does not take into account the exactly consumer. Businesses who last take into account their effect on the consumer, as well as how that impacts their competitors. Slow and steady wins the race, but the planner wins the battle with evolution. Things change rapidly so it is important to think about long term gains more than short term. Social responsibility is valued by consumers and often leads to long standing relationships.

It is wise for a business executive to take into account more than profit when making decisions. The public as a whole chooses a business to work with or purchase from for various reasons. Some reasons other than price that drive people to a business is their work in the community, giving back to those in need. Companies are making sustainability and earth friendly programs a priority and the public is paying attention. If a decision is made by the executive to make a profit a the risk of harming the environment or destroying a neighborhood recreation facility that may house the only after school program in the area, profits may be short lived for that area.