For years I’ve been noticing this awkwardness of good doing businesses around money. By good doing, I’m referring to conscious businesses, purpose-driven businesses, businesses that care about a lot more than their own bottom line.

I can’t say for sure why these businesses feel that way around money, but I do know it’s wrong and it’s doing a huge disservice to anyone trying to make a positive difference.

Without a sustainable income, it’s almost impossible to make a sustainable impact and that’s what a good doing business is all about.

How will you keep the lights on with no money?

How will you support the lifestyle that supports you, with no money?

How will you do what you do with no money?

It’s impossible.

Thankfully the marketplace is also waking up to that reality, allowing more and more good doing businesses to find their place and thrive. Your business can be one of them. Not in spite of the fact you want to do good, but because of it!

Don’t believe me? Just watch (the data)…

Let’s start with your audience. Would it surprise you to know that 66% of consumers in 60 countries across the globe said they’re willing to pay more for products and services that come from businesses committed to positive social and environmental impact?

How about the fact that 73% of global Millennials are willing to pay extra for sustainable offerings? That’s 73% out of 80 million people currently reaching peak buying power.

The buck doesn’t stop there, recent years have also seen a huge increase in what is now called impact investing (“purpose-driven”, socially responsible investing) from both private equity and venture capital. These guys, as we all know, are not in it to lose money, so you can safely assume they get a nice return on their investments. In fact, a GIIN study found that about 91% of impact investors reported exactly that.

Even the old-school companies are getting in on it, side by side with the new generations of highly successful companies like Toms Shoes, Blue Apron, Patagonia, and Warby Parker that have their good doing embedded in their DNA from day one.

What more do you need to never feel awkward around money or doubt you can create a positive impact and an income? Would you like to see some numbers? No problem.

Here are all the numbers again + a few more

* Organic product market, measured at $70 billion

* Echo-friendly product sales $40 billion in the US alone

* Environmental Tech market to reach at least $2,740 billion

* Alternative health care and mind-body industry to reach $15.1 billion

* Yoga bringing in $16.8 billion a year

* Meditation and mindfulness, are currently valued at nearly $1 billion a year

* Life coaching generates nearly $2 billion in annual revenue

* Green fashion was valued at $5 billion back in 2013

That’s a lot of $$$$ and it’s just the tip of the positive iceberg