A new study explores how for-profit businesses pursue social purpose to advance community inclusion in highly unequal societies, with a focus on Sub-Saharan Africa. The study defines social purpose as a set of prosocial values and beliefs embodied in an organization's structures, practices, and routines. The research finds that social purpose can motivate businesses to engage in commercial and collaborative inclusionary practices that create civic wealth for marginalized actors, challenging the notion that pursuing social purpose might complicate organizational goals or befuddle managerial decision-making.