We start with a brief review on social laser theory which is newly framed with the notion of an infon-social energy quantum carrying coarse-grained information content. Infons are the excitations of the quantum social-information field. Humans are analogues of atoms-social atoms absorbing and emitting infons. Another new development is coupling of the social laser with the decision making model based on open quantum systems. The role of the environment for social atoms is played by the strong coherent social-information field-the output of social lasing. We analyse a simple quantum master equation generating decision jumps towards the coherent decision directed by the social laser beam. As an illustrative example, we analyse the possibility to create a societal benefit laser, i.e. directed for societal benefit.This article is part of the theme issue 'Thermodynamics 2.0: Bridging the natural and social sciences (Part 1)'.