The concept of shared value – where business helps solve societal problems and increases profits at the same time – has been well received, but not by everyone. John Elkington, for example, is concerned that it elbows aside the sustainability agenda. I disagree with his concern, and believe we will embrace shared value as the vital and missing link between our current model of capitalism and a sustainable future.
Shared value is disruptive
Shared value is a disruptive concept because the pursuit of financial returns doesn’t always sit well with social value and community outcomes; it’s a bit like mixing oil with water.