Ethical or social marketing the betterment of society through communications can only become ever more prevalent in the 21st century. With nation-states and governments probably reaching the high-water mark of influence globally - with 51% of the most powerful organisations companies - the onus is on both improving public organisations and refocusing corporations on excellence beyond the bottom line.

Climate Change is the gorilla in the boardroom that cuts through society, organisations and profits. This summer’s heatwaves in the UK are now followed by monsoon-style flood warnings and global pandemics such as swine flu.

Yet more shifts that modern society has never faced – except through inaction or surprise or business as usual.

While EIR and FOI across Europe and USA represent a level of scrutiny that electricity companies, airports, railways, ports and other infrastructure companies simply fail to understand.