Sober business: Shared value creation between the insurance industry and the temperance movement

This study examines how the Swedish insurance company Ansvar established and expended an international business from the 1930s to the 1990s with the motives to insure total abstainers while battling against alcohol abuse in society. Anvar represented a for-profit business that aimed at addressing social issues. The case provides a historical example of how shared value was created between the company and the temperance movement for the joint goal of improving society through temperance. The article argues that the company’s decline was due to changing values, where alcohol was no longer seen as a threat to society.