Finding the Right Mix of Profitability and Social Solutions

Social sustainability can increase profits by meeting the needs of communities and markets.
— By Debra Jenkins

Profitability and social sustainability seem mutually exclusive because resources spent on social solutions do not produce profits. Or do they? In a marketplace increasingly aware of corporate governance and its responsibilities, the concept of shared values has moved beyond theory into transformative business thinking necessary for economic success. Only a couple of years ago, the idea that corporate social responsibility was integral to company success was regarded as a ploy more related to public relations. It did not take long to realize that bringing social solutions to the marketplace is intricately tied to profitability in an interconnected and globalized marketplace.

Today, it seems so natural to think of profitability and social responsibility as tied together. Stakeholders are more aware of issues connected to environme...

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