Waking the Sleeping Giant: Business as an Agent for Consumer Understanding and Responsible Choice

• Published in: The journal of corporate citizenship Vol. 26; no. 26; pp. 25 - 27
• Main Author: Senge, Peter M.
• Format: Journal Article
• Language: English
• Published: Sheffield Greenleaf Publishing 01-07-2007; Taylor & Francis Ltd
• Subjects: Browne, John (British oil executive); Business ethics; Business studies; Climate change; Commentary; Consumer behaviour; Consumer education; Consumer goods industries; Consumers; Consumption; Enterprises; Environmental management; Global corporations; Green businesses; Multinational corporations; Officials and employees; Petroleum industry; Renewable energy; Sustainability science; Sustainable agriculture; Sustainable development; Sustainable food systems; Sustainable products; United Kingdom
• ISSN: 1470-5001; 2051-4700

There are at least three fundamental leadership roles global corporations can exhibit with regard to crucial issues shaping the future. The first is to 'put a stake in the ground' about the nature of particular issues and to lead by action around those issues. The second is to be willing to work in partnership with others to shift market, technology and regulatory conditions that individual firms cannot alter by themselves. Ultimately, companies must be prepared to undertake radical changes in their established ways of operating, including creating alternative products, processes and business models. Corporations can educate consumers on global issues and can show how they can be part of solutions through their purchasing choices. Traditionally, corporations have insulated consumers from major issues such as food and water, energy and climate change. Today, many are exploring how much their customers actually care about these problems and are prepared to 'put their money where their values are'.