The Cost of Corporate Purpose

Market week columnist Mark Ritzen said that purpose has got to cost you money. i don't know enough about unilever to know whether or not their commitment to sustainable practices is a drag on their operating profit but would you agree that purpose to be authentic and true has to actually host a company money? I think it will cost you if you're not clever this is not unlike southwest airlines people think oh it's low cost because it's paid its workers less nope actually pays them more than they were before. If all you do is pay your workers more and change nothing else about your system so cost go as a whole different system right  i could see more idi with mark r