It was an easy prediction to make: that the recession would end talk of corporate social responsibility. Faced with the fear, or reality, of losing their jobs or homes, consumers would rush past the Fairtrade shelves and pick up something the family could afford. Companies, meanwhile, would concentrate on saving themselves rather than the planet. That easy prediction has turned out to be wrong... [The] key to companies’ stubborn adherence to corporate social responsibility [is:] They have worked out how to make it pay. [refers to steps taken by Mars, Cadbury, Wal-Mart, Marks & Spencer]