SOCIAL RESPONSIBILITY People Expect More From Corporations > Chris Komisarjevsky, CEO, Burson Marsteller Worldwide And so I think we’re sort of in this shifting moment where people expect corporations to provide the financial return. But they’re, now they’re saying give me something more. Make sure that you behave in a manner. You actually behave in a manner that we can respect and we want to have some kind of relationship. Either we’re going to invest in your company, buy the products, go to work for you, pass a law that’s going to be helpful, whatever the situation is. So there’s an increasingly different kind of pressure on companies. … And corporate social responsibility is a mandate that companies have today. They don’t have any choice. The fact of the matter is that when you look at the research, our research as well as other research you’ll find that people expect, those people who shape opinions. And in many cases that’s legislators, that’s government people, that’s other corporations, that’s members of the media, that’s activist organizations. They are saying to companies yes we want you to earn a return but we want you to do it right. And we want you to do it in a responsible way. We don’t want you to abuse the environment. We don’t want you to abuse ethics. We don’t want you to abuse people’s rights. We want you to do it properly and we’re going to hold you accountable for it.

Principled Companies > Ira Jackson, Director, Center for Business & Government, Kennedy School at Harvard The market will demand over time the emergence of principled companies. And these companies will not be long on rhetoric alone. They won’t just have fancy PR and advertising slogans. They won’t necessarily even wear their morality on their sleeve. But what they will do is bake principle and purpose into the very DNA of the firm and how they operate. Their core business