The missing link to a sustainable future

When the executives of companies are rewarded based on one to three year performance, appealing to their ethics or notions of the greater good just doesn't cut it – so how do we get airtime for sustainability?

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.

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