[UtopiaPunk]

The incentive is just profit. The idealized version of capitalism is that companies that solve problems or make the world better are rewarded by people buying their product or service. Sometimes that happens, but a lot of the time there's more money in making sugary drinks or weapons of war or snake oil. Additionally, a lot of "costs" are hidden from producers, like the consequences of dumping pollution in the river, or the cost of cheap plastic garbage taking up space in a landfill, so market forces are inadequate. And finally, a big cost to companies is labor, so they are always trying to find ways to cheapen human worth, exploiting illegal aliens who won't bring cases to trial, fighting unions, using prisoners for their labor, moving production to countries with weak labor protections to take advantage of child labor, and in the past slavery.

The incentive is just profit. A lot of the time, there's a lot of profit to be made from human suffering. That's why I'm an anti-capitalist.