How do contractors handle charging markups on materials without feeling guilty?

I think it’s more common to feel guilty for wanting to help people out and not cover my own wages and time fairly. I see people struggling and want to help but I’ve still got my own expenses to cover so there is zero guilt pertaining to materials those cost what they cost. Transparency goes a long way and there will always be those who want it cheaper or ‘know someone who will do it for less’ that’s fine call them and I’ll still be here when they mishandle the job or quote you higher.