The private sector moves away from treating sustainability as part of the CSR/philanthropy portfolio and instead works to create shared value with its customers and community. Firms still strive to meet their profit goals, but pursue sustainable development models, which create greater value for the company and community in the long run. In India, for example, Unilever has created a campaign around washing hands, which increased the sales of its soap while reducing cases of diarrhea due to better hygiene.
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By 2020, Unilever wants to bring safe drinking water to half a billion people around the world and help improve the hygiene habits of twice as many.