*{Geneva Business Dialogue Conference Report 
  
23 - 24 September 1998 

Bogeyman or Batman? Public views of business [http://www.iccwbo.org/home/conferences/reports/geneva_business_dialogue/bogeyman_batman.asp]}  

The session entitled "The business of business in a global economy" examined how business should react to the growing pressures imposed by "civil society". Lord Holme of Cheltenham, Advisor to the Chairman, Rio Tinto, UK, said business people had often faced schizophrenic public attitudes: "Are we troublemaker or problem solver? Are we Bogeyman or are we Batman? Twenty years ago I remember business was told it should not be involved in politics. Now barely a day passes when we aren’t asked to act to remedy what are perceived as the deficiencies of politicians."

At the same time, industry should admit that considerable power rests in the hands of business and they should be ready to declare themselves publicly for their core responsibility, in the case of Rio Tinto: "the physical and social environment of employees and their families and the local communities where we operate." Lord Holme said that though business should take responsibility for its actions, "business should not be held vaguely responsible for everything."

*partie=titre Responsible Care Programme *partie=nil

Hans-Dietrich Winkhaus, Chief Executive Officer, Henkel, Germany, explained the Responsible Care Programme of the international chemical industry. The main objectives of the Programme are to reduce risks in the production process and in the products themselves. Management guides under the programme require quantitative measures to reduce these risks. 

Phil Watts, Group Managing Director of Royal Dutch/Shell, UK, said that in addition to the traditional considerations of company practice, employee behaviour and the ethics of commercial interaction, companies today must respond to a "fourth dimension": changing public expectations, perceptions and reactions. "We have to try to make sure that a huge range of people not only understand what we do but also believe that the way we do it meets their social or ethical expectations."

He said bodies like ICC had an important role in this process. "They can encourage their members to develop a better understanding of the changes taking place in society and of their implications for business…The ICC can build up understanding of how to achieve cooperation rather that confrontation with public interest groups."

Andres Leuenberger, Vice-Chairman, F. Hoffmann-La Roche, Switzerland, outlining the Roche Corporate Principles said: "Corporate credibility is judged by its actions and the public has an exceptionally long memory." The Roche Principles, backed up by detailed prescriptions in each of the sectors, committed Roche to respect for the individual, an obligation to society, openness to change, and high ethical standards, as well as commitment to shareholders. However, such principles are only valuable when they are lived and promoted through every single employee. 

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