What would an alternate culture look like? Maybe one where companies use their profits to enrich their existing employees lives, rather than use it to expand at a rate that keeps employee quality of life at the bare minimum, and executives at a maximum. Also maybe a culture where money is reinvested in the community, so the people and place you live in is enriched, rather than use that money to spread out like a virus and stamp your chain store in the middle of communities around the world (so that you can make more chains).