Whenever social responsibility is a struggle for business it is precisely because we have falsely separated the task of the corporation from the task of being human. We have identified social responsibility as something to be considered as secondary to the pursuit of profits. Milton Friedman’s now famous argument that “the social responsibility of business is to increase its profits” is specious precisely because it divorces from profitability the very thing that drives it: the creation of value.

Value increases when our products and services are not just socially responsible (a negative term that suggests compliance) but socially creative.