When all is said and done,CSR 2.0 comes down to one thing: clarification and reorientation of the purpose of business. It is a complete misnomer to believe that the purpose of business is to profitable, or to serve shareholders.These are simply means to an end. Ultimately, the purpose of business is to serve society, through the provision of safe, high quality propucts and services that enhance our wellbeing, without eroding our ecological and community life-support systems. As David Packard, co-founder of Hewlett-Packard, wisely put it: