Companies need to stop defining their CSR efforts in terms of negatives and start thinking about steps they can take to effect positive change, writes Jules Peck. The aim shouldn't be to create and sell more products, but rather to create well-being and foster a better and more sustainable society, Peck argues. "For too long sustainability and CSR have been firmly a NO story about stopping doing things. What's new here is that a focus on maximizing the well-being of customers and society is a positive vision," he writes.

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