Making appositive contribution to society is the essence of CSR 2.0-not just as a marginal afterthought, but as a way of doing business. This is not about bailing out the Titanic with a teaspoon-which is the current effect of CSR 1.0-but turning the whole ship around. CSR 2.0 is about designing and adopting an inherently sustainable and responsible business model, supported by a reformed financial and economic system that makes creating a better world the easiest, most natural and rewarding thing to do.