Modern universities are expected and measured by their direct engagement in and collaboration with businesses. University-business collaborations are most appreciated when they create economic value and the focus has thus almost exclusively been on technical, medical and scientific knowledge, and on patents, licenses and spin-outs. However, cutting-edge social research with its focus on culture, communication and everyday life can contribute substantially to economic growth and value creation. This panel brings togethers academics, managers and business practitioners to discuss the opportunities and pitfalls of university-business collaborations. How can humanistic knowledge contribute to innovate, leverage and support businesses and how can universities facilitate and support such collaborations?