We address the problem of unsustainable business in the consumerist society with a reframing of the purpose of business, in recognition of the power of higher purpose for the company and contribution to society as the primary stakeholder. In this, the business model operated is crucial, but is generally under-invested, both conceptually unclear and usually more implicit than explicit, and thus lacking in guiding influence on the way a company performs. Despite the apparent significance of why and how a business operates, business model design is only in its infancy. A framework for business model design is outlined. We conclude with a discussion and proposed research agenda.