In a recent talk, ecological economist Jennifer Hinton presented key ideas from her forthcoming book “Game Changer: An economy beyond profit”.
Using the metaphor of a “game” she argued that the current for‑profit economy is a game with a clear objective: private financial gain. Further, this objective is supported by a powerful narrative—that humans are inherently greedy and competitive, and that profit is therefore the best incentive for investment, innovation, and efficiency.
Throughout the talk, Jennifer used causal loop diagrams (CLDs) to make visible the system dynamics of this game. She showed how common profit‑maximising strategies—such as advertising, planned obsolescence, wage suppression, and growth through mergers and consolidation—create reinforcing feedback loops. These dynamics may increase profits in the short term, but they also drive consumerism, rising inequality, environmental degradation, and growing political influence through lobbying and regulatory capture.
Jennifer contrasted this with a different possible “new game”: a not‑for‑profit market economy, operating alongside the state, civil society, and the commons. In this alternative system, businesses still sell goods and services, but they have no private owners and the purpose is not private financial gain. All surplus is reinvested to serve social and collective goals. Companies would use typical strategies already employed by existing not-for-profit businesses and social enterprises: paying a living wage, reducing the wage ratio, pricing for affordability, and focusing on goods that directly and clearly meet needs.
Using CLDs again, she illustrated how changing the goal of the system would change its behaviour—shifting from reinforcing loops that demand perpetual growth to more balancing dynamics oriented around meeting needs, maintaining ecological health, and supporting wellbeing. Jennifer proposes that the fact that the model extrapolates from strategies already used by existing companies lends an important element of validity to the dynamics that we can reasonably expect from such a system.
She emphasised that such a system would require continuous monitoring of environmental impacts, strong institutions, and deliberate governance. The make-up of society would be a mix of different spheres: a need-based market, a partner state, civil society and commons (what size and role they would play might vary).
In answering questions, Jennifer also acknowledged transition challenges, including the “first‑mover problem” in a global economy, suggesting that coordinated coalitions and alliances like the WEGo alliance could be key to initiating change.
Overall, Hinton’s message was that if we want different outcomes, we need to change the rules of the game with the rules around profit being a key lever to change.
Further reading and links where Jennifer discusses these ideas:
Jennifer Hinton’s website: https://jenniferhinton.org
Game Changer – An economy beyond profit (Youtube video):
Rethinking how profit is used (Rethink Global podcast)
