Much of the debate on CSR in the past has dwelt in a polarised world of ‘either/or’. Either your company is responsible or it is not. Either you support GMOs or you don’t. Either you make life-saving drugs available for free or you don’t. This fails to recognise that most CSR issues manifest as dilemmas, rather than easy choices. In a complex, interconnected CSR 2.0 world, companies (and their critics) will have to become far more sophisticated in understanding local contexts and the appropriate local solutions they demand, without forsaking universal principles.