*{Responding to Anti-Globalization: The New Role of Business [http://www.weforum.org/site/knowledgenavigator.nsf/Content/Responding%20to%20Anti-Globalization%3A%20The%20New%20Role%20of%20Business?open&topic_id=300350000&theme_id=300]

            02.02.2002

            Annual Meeting 2002}

            *partie=titre Regulation, Rules, Restraint *partie=nil

            "Why so many people are opposed to the most successful 50-year period in human history confuses me," remarked Mike Moore, Director-General, World Trade Organization (WTO), Geneva. He said it would be helpful if leaders "showed more guts" in explaining the WTO and called for greater accountability and transparency among NGOs as a means of curtailing the violence of some protests.

            Europeans believe more strongly than Americans in socially and environmentally responsible business, reported Richard Edelman, President and Chief Executive Officer, Edelman PR Worldwide, USA. His research showed Americans prefer the notion of "giving back" to the community. His study also showed that NGO "brands", including Amnesty, World Wildlife Fund and Greenpeace, lead the way in Europe, while in the US private companies have greater recognition for environmental work.

            "It's not about PR and better cooperation between corporations and NGOs. It's about behaving responsibly," responded Barbara Stocking, Executive Director, Oxfam GB, United Kingdom. She said it's a matter of maintaining standards. "You have enormous influence," she told business leaders. "You can use it for bad or for good." She also urged them to press for more aid from the American government.

            "The challenge for business is to demonstrate its capacity to improve lives," remarked P. B. Watts, Chairman, Royal Dutch/Shell Group of Companies, United Kingdom. Along with all the good from business he reminded participants, in the "evil corner" is the power to exploit, create inequality, drive down values, destroy cultures, cause discord and undermine standards. He suggested a new set of three Rs: regulations, rules and restraints.

            The workshop generated a number of ideas about what should be done. Perhaps the most intriguing was the notion of "merging the World Economic Forum process with the World Social Forum process." Some felt it had "mileage," while one participant who had just arrived from the "social forum" in Porto Alegre said it was much too soon.

            Moore compared Porto Alegre to the rise of global trade unionism. "The picketers will be kids who protest against you if you do not do it right. Your brand will be threatened," he cautioned.

            Participants agreed that dialogue between business and NGOs is not enough. Creating constructive partnerships is more important, it was suggested. The notion of "localization" was also mentioned as a way of thinking about local value-added. All participants agreed that communication needs to be improved. Otherwise, the benefits of the last 50 years would be hugely compromised, declared John Elkington, Chairman, SustainAbility, United Kingdom. He advised setting and communicating targets for the future. As one participant put it: "If we don't talk to these people we'll all be screwed. I'm sorry."                  

                  *{Contributors:       Bajaj Rahul
                  Barnevik Percy
                  Edelman Richard W.
                  Elkington John
                  Githongo John
                  Henderson David
                  Kurtzman Joel A.
                  Laudicina Paul A.
                  Lévy Maurice
                  Moore Mike
                  Ramo Joshua
                  Shlaes Amity
                  Sorensen Lars R.
                  Stocking Barbara
                  Sweeney John J.
                  Sylvan Louise
                  Watts P. B.
                  Yergin Daniel}