2.3. We Need a New Approach

If being good simply means not being bad, we have set the bar too low. Requiring that companies mitigate the fallout from their own harmful activities merely breaks even in the social impact calculus. The social contract era can be credited with opening the eyes of corporate America to the importance of social and environmental issues, and of motivating corporations to conform their activities to a heightened set of standards. That's no small feat. But now it's time to elevate the game and offer companies a new way forward that directly links positive social change to increased business value.

To link social change and business outcomes, companies must rethink their approach to social change. This isn't a matter of retrofitting your existing social contract strategies with better business justifications; it's about coming up with fresh, innovative strategies that are specifically designed to create business value through social change.