lucrative

Lucrative is an adjective used to describe something that yields substantial profit or financial gain. It is commonly applied to business ventures, investments, contracts, markets, or career paths that offer high returns relative to the effort or risk involved.

Etymology: from Middle French lucratif, ultimately from Latin lucrativus, based on lucrum meaning "profit" or "gain." The word entered English in the early modern period and has since become a standard term in business writing.

Usage notes: lucrative implies favorable economics, but it does not guarantee success. Assessments of lucrativeness depend on context, time horizon, and opportunity cost. It is often contrasted with merely profitable or sustainable, and can carry a positive or promotional tone in media.

Common contexts include lucrative contracts, lucrative markets, lucrative licensing deals, or a lucrative career path. It is frequently paired with modifiers such as highly, extremely, or potentially, to emphasize scale or likelihood of profit.

See also: profitability, gainful, profitable, moneymaking.