For years, Corporate Social Responsibility (CSR) has been the go-to framework for companies aiming to “do good” while maintaining profitability. CSR has delivered impactful results—think philanthropy, sustainability initiatives, and community engagement. But in today’s rapidly evolving world, where consumers, investors, and employees demand more than just goodwill gestures, it’s time for companies to consider a bold shift: moving from CSR to Creating Shared Value.
CSR vs. CSV: What’s the Difference?
CSR often operates as a parallel effort to a company’s core business—think donations to local charities or reducing carbon footprints through offset programs. While these efforts are commendable, they’re typically reactive, driven by external pressures or reputational goals, and often lack deep integration with a company’s profit-making engine. CSV, on the other hand, redefines the game. CSV is about embedding societal needs into the heart of a business model—creating economic value while solving social challenges. It’s not about giving back; it’s about building forward.
The shift from CSR to CSV isn’t just semantics—it’s a strategic evolution. CSR asks, “How can we mitigate our impact?” CSV asks, “How can we innovate to address societal needs and grow our business simultaneously?” Companies that embrace this mindset unlock new markets, enhance competitiveness, and future-proof their operations.
Why Make the Move Now?
The case for transitioning to CSV has never been stronger. The UN’s Sustainable Development Goals (SDGs) project up to $12 trillion in economic opportunities by 2030, yet only 13% of the world’s top investment firms align their portfolios with these goals. Consumers are also voting with their wallets—90% say they’d boycott brands that don’t prioritize responsibility, and 88% want transparency on social impact. Meanwhile, employees crave purpose: 70% wouldn’t work for a company without a strong mission. CSR, while valuable, often struggles to deliver the scale and integration needed to meet these expectations. CSV bridges that gap.
Global Trailblazers Leading the Way
Let’s look at some companies that have successfully transitioned from traditional CSR to a CSV approach, proving that doing good and doing well aren’t mutually exclusive.
Nestlé: From Fair Trade to Farmer Empowerment
Nestlé, operating in 190 countries, has long been a CSR leader with initiatives like fair trade coffee sourcing. But its shift to CSV through the Nestlé Creating Shared Value framework takes it further. Instead of just paying fair prices, Nestlé invests in training over 63,000 coffee farmers globally, improving yields and quality while reducing environmental impact. The result? Higher-quality beans for Nestlé, better livelihoods for farmers, and a stronger supply chain. In 2023, 30% of Nestlé’s sales came from products innovated or renovated in the past three years—proof that CSV fuels growth.
Unilever: Lifebuoy’s Health Mission
Unilever’s Lifebuoy soap brand started with CSR-driven handwashing campaigns to combat disease—a noble effort rooted in philanthropy. But by adopting CSV, Lifebuoy turned this into a core business strategy. It now markets itself as the world’s #1 germ-protection soap, driving sales while addressing global health challenges like cholera and diarrhea. Partnerships with NGOs and governments amplify its reach, creating a win-win. Unilever grows its market share, and communities gain better health outcomes.
Novo Nordisk: Tackling Diabetes at Scale
Danish pharmaceutical giant Novo Nordisk moved beyond CSR’s focus on mitigating healthcare access issues to a CSV model that redefines its role in the diabetes epidemic. Through its Changing Diabetes program, the company develops affordable insulin products and partners with local health systems to reach underserved populations. This isn’t charity—it’s a profitable expansion into new markets. By addressing unmet needs, Novo Nordisk strengthens its bottom line while improving millions of lives.
Anheuser-Busch InBev: Smart Drinking Goals
The global beer leader once leaned on CSR to offset alcohol-related harm through awareness campaigns. Its pivot to CSV came with the Global Smart Drinking Goals, launched to reduce harmful drinking by diversifying its portfolio with no- and low-alcohol beers. By 2022, AB InBev produced over 500 brands across 50 countries, generating $57.8 billion in revenue. This shift not only mitigates social harm but also taps into growing consumer demand for healthier options—classic CSV in action.
The Future Is Shared Value
CSR has laid a strong foundation, but it’s time to build higher. The above examples show us that CSV isn’t just a buzzword—it’s a blueprint for sustainable growth. CSV is not only for big companies but many startups and SME’s are making inroads and disrupting markets through it. Time to ask this important question – How can our company move forward—profitably—by solving the world’s toughest problems. The opportunity is there. Let us help you to seize it?
Let’s connect—I’d love to hear how your organization is navigating this shift or exploring CSV. Together, we can redefine what it means to succeed in business. Should you need training and capacity building, auditing your organisation’s CSV potential, CSV board and management brief, just inbox.