Even the staunchest capitalists acknowledge the tension between profit and social good . In a consumer-driven society, money often overshadows morals.

Many founders claim their companies exist to make a difference, but in a system that prioritizes profits, good intentions are easily squeezed out. The Green brothers stand out as rare exceptions.

Award-winning authors and YouTube trailblazers Hank and John Green have a storied history of supporting global health causes. At first, they did so by raising awareness with their platform. Now, the always innovative brothers are trying a more active form of philanthropy.

Their latest venture, Good Store, is taking social justice to a new level, selling sustainable, quality products and donating 100% — yes, 100% — of profits to charity.

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