The perceived purpose of business has been under intense public scrutiny for at least the past decade. Particularly since the global economic recession the role of business in society is constantly debated in business media and literature. The emerging consensus is that in healthy and prosperous societies there is a symbiotic relationship between corporation and community. This paper focuses on the Social aspect of Sustainability and suggests that Corporate Social Investment (CSI) and associated activities including Employee Community Involvement (ECI) are key aspects of Sustainability. As such these should be planned in a manner that strengthens the competitive context in support of other Shared Value initiatives. The suggested paradigm presents a unique opportunity for business to move social issues from the periphery to the core of strategy, and in so doing to reconnect business success with social progress. This model has particular relevance in South Africa where prevailing levels of social and economic inequality present a threat to social stability and business growth.