Take social responsibility to heart.

Businesses need to put society at the heart of what they do to succeed.

These are the thoughts of Harvard professor Michael Porter and they make a lot of sense to us as a company, and as an agency that communicates social responsibility for clients.

In a recent interview with Peter Day on BBC Radio 4, Michael Porter argued that society's needs should be at the core of any business, not on the periphary. His view is that many businesses have seen CSR as something they have to comply with in order to carry on as they always have done.

Creating shared value

Porter believes the way capitalism works could be changed if business focused on 'creating shared value'. That is, economic value that also creates value for society by addressing its needs and challenges. He also believes that this approach will be the engine of future growth in business.

Read The Big Idea: Creating Social Value by Michael E. Porter and Mark R. Kramer in the Harvard Business Review.