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This paper postulates that the academic view of corporate social responsibility (CSR) has undergone little theoretical change over the last fifty years. By comparing the work of a handful of past and present experts in the field, the underlying message in this literature has remained quite consistent over time. What seems to be changing is sentiment among leaders in business. In particular, the concept of multiple value creation, previously only discussed in academic circles, appears to be making its way into the business sector where corporate champions of CSR are more active and verbal than ever before. However, academic and corporate advocates of multiple value creation have to expand their horizons if they want to achieve their goals and institutionalise their vision. This will require no less than a popular social movement.