How to embed sustainability into the innovation funnel

Precisely ten years ago, in January 2011, Michael Porter published his pivotal article on Creating Shared Value (CSV). CSV is about ensuring long-term, sustainable value creation for shareholders while simultaneously tackling societal and environmental issues. Porter’s framework has become the reference point for how companies should approach sustainability. At the same time shareholders and investors have also begun to take sustainability more seriously. Increasingly, they scrutinise corporate performance not only on the basis of earnings but also on sustainability metrics, like the UN ESG (Environmental, Social and Governance) goals.