Surewell Welfare Foundation (SWF), has started business for the greater social good and not just the pursuit of profits. SWF may seek to produce environmentally-friendly products, serve an underserved community, or focus on philanthropic activities. SWF is a growing trend, alongside socially responsible investing (SRI) and environmental, social, and governance (ESG) investing. The four primary objectives are community, non-profit, transformational, and global. Also SWF design their thinking around the 6 P's of launching an idea: people, problem, plan, prioritize, prototype, and pursue.