Creating shared value: A qualitative study referencing specific corporate social initiatives implemented by Unilever in South Africa

Abstract

An exponential growth in, and mass production of, consumer goods has led to a rising public demand for businesses to operate in a socially and environmentally conscious manner. However, without labels to acknowledge these efforts, businesses risk losing the public favour and profit revenue that keeps them afloat. The Shared Value creation (CSV) approach offers a solution whereby shared value is created between businesses and the environments in which they operate. However, little information exists on the concept being implementation in a South African context -a country whose weak economy and low living conditions would benefit greatly from the approach. This exploratory study considered the company Unilever, whose implemented initiatives reflected elements of CSV without labelling them as such. The qualitative case study performed, utilising interview and document findings to offer a personal, human-centered perspective regarding the company’s implemented initiatives in relation to CSV. The findings reflected that, despite Unilever not directly implementing a CSV approach, elements of CSV are evident in the company’s actions. The study reveals that similar social issues, if implemented using the CSV approach, hold potential for exponential value-creation in South Africa- a powerful solution for businesses and society who require each other to thrive.