In the drive to be more socially responsible, too many corporations have missed the boat on one of the most important issues of our time: reducing preventable childhood injury...One of the biggest hurdles in reducing preventable injury may be the assumption that good parents would never let anything bad happen to their child...Lack of awareness among corporations of the extent to which the children of employees and customers are being injured may also be a contributing factor...Not enough large businesses are addressing this issue – even in cases where it is obviously in their best interests. In addition to car injuries and accidental poisoning, children are being injured in many other ways that have high relevance to businesses, including sports, cycling and food-related injuries due to choking. Corporations in these industries need to take leadership on an issue that remains off the chart in terms of its emotional and financial cost. [Refers to Avon, Bitrex, Dorel Juvenile Group, Dove, GM, Toyota]