L Studio creative director Marianna Leuschel has been thinking a lot about how our branding practice fits in with Corporate Social Responsibility. Because our business focuses on helping sustainable ventures tell their stories, this article struck a chord. The idea of Shared Value proposes a kind of “Cradle to Cradle” strategy for the future of capitalism, asserting that what’s good for society is good for business, and not the other way around. This isn’t touchy-feely white man’s burden stuff, it’s design thinking for businesses. We hope to see more and more firms throw away their Corporate Sustainability Reports and start integrating shared value into the core of their business proposition. That’s the kind of story we’d love to tell.

The Big Idea: Creating Shared Value
by Michael E. Porter and Mark R. Kramer, Harvard Business Review

The solution lies in the principle of shared value, which involves creating economic value in a way that also creates value for society by addressing its needs and challenges. Businesses must reconnect company success with social progress. Shared value is not social responsibility, philanthropy, or even sustainability, but a new way to achieve economic success. It is not on the margin of what companies do but at the center. We believe that it can give rise to the next major transformation of business thinking.

Link to article to watch video.

Link to article to watch video.