Why Most Companies Miss the Mark on Impact

Jan de Vries · 2026-07-02

### The Real Problem With Corporate Impact Most companies aren't built to care about impact. It sounds harsh, but it's true. The way businesses are structured, funded, and run often puts profit above everything else. And that's not necessarily evil—it's just how the system works. But here's the thing: times are changing. Founders and investors are starting to ask tougher questions. Can a company actually do good and still make money? Or are we stuck choosing between purpose and profit? ### The EU Inc Proposal: A New Way Forward That's where the EU Inc proposal comes in. It's a fresh idea for European startup incorporation that aims to change the game. Instead of forcing companies to pick a side, it creates a structure where impact and growth can coexist. This isn't just about feel-good initiatives. It's about building companies that are designed from day one to care. Think of it like designing a car that's both fast and fuel-efficient—you don't have to sacrifice one for the other. ### Why Traditional Structures Fail Traditional corporate structures have a single goal: maximize shareholder value. Everything else is secondary. That's why most companies struggle to prioritize impact. They're like a ship with only one rudder—it can only go one direction. - **Short-term thinking:** Quarterly earnings drive decisions, not long-term impact. - **Misaligned incentives:** Bonuses and promotions reward revenue, not responsibility. - **Limited accountability:** There's no legal requirement to care about anything except profit. These aren't flaws. They're features of the current system. And they work well for making money. But they don't work well for making a difference. ### What the EU Inc Proposal Changes The EU Inc proposal introduces a new type of company that's built differently. It's like having a hybrid car instead of a gas guzzler. You still get where you're going, but you leave less damage behind. Here's what makes it special: - **Dual mission:** Companies can legally prioritize both profit and purpose. - **Impact reporting:** Transparency becomes mandatory, not optional. - **Investor alignment:** Capital flows to businesses that care about more than just returns. This isn't a pipe dream. It's already happening in places like the US with benefit corporations. Europe is catching up, and the EU Inc proposal could be the catalyst. ### What This Means for Founders If you're a founder, this is huge. You no longer have to choose between building a successful company and building a meaningful one. You can do both. But it requires a shift in mindset. You can't just slap a "we care" sticker on your website. You have to design your company's DNA around impact from the start. That means making hard choices about who you hire, how you raise money, and what metrics you track. ### The Bottom Line The EU Inc proposal isn't perfect. But it's a step in the right direction. It acknowledges that the old way of doing business isn't working for everyone. And it offers a new path forward. Companies that embrace this shift will be the ones that thrive in the long run. Because consumers, employees, and investors are all demanding more. They want businesses that care. And now, thanks to proposals like EU Inc, they might finally get them.