Business must take a close look at the shared challenges related to water, such as: quality or quantity issues; failure to protect the water source, or political uncertainty.
Consumers need to be reassured that their purchases are part of a larger solution. They don’t want to feel like they’re fighting a losing battle or that they are the only ones making sacrifices.
Creating shared value entails embedding a social mission in the corporate culture and channeling resources to the development of innovations that can help solve social problems.
I believe that even if it might take a while longer companies will eventually understand that shared value pays and embrace it one way or another. This is great because the challenge now as Porter explains is for shared value to evolve from an idea into a movement, and to do so you need many more companies on board.
Michael Porter explains with great eloquence why he's never been more excited about the opportunities for business to increase profitability while solving social problems.
Brian Smith of Coca-Cola's Latin American Group explains how they tackled Brazil's emerging youth challenge and built "Brand Love" at the same time.
Ownership is everything. It is difficult to conceive of how any business could call itself sustainable, without due consideration of ownership; it lies at the very heart of equality and fairness in business, and in society.
Fireside Chat: Shared Values: The Marketing Opportunity in the Sustainability Era A rare opportunity to hear directly from two distinguished leaders who have seized upon a special mix of culture and entreprene...