ABSTRACT
Corporate social responsibility is an area that has traditionally been the recipient of token, often patronising, attitudes. Trade unions have been dismissive, regarding such endeavours as peripheral to their struggle for what they assume are greater gains for the worker through collective struggle and lobbying for statutory rights. A natural advantage of corporate social responsibility managers is a tendency to focus on practical, but also optimistic, objectives. Green campaigners in particular have to learn from this. They must pay attention to the psychological climate, as well as the weather, and learn from successful campaigns. An unlikely positive change can become possible, and sometimes quite rapidly, but only by harnessing hope and offering practical solutions. Just as the workers' misery does not create profits, there is nothing inevitable about ecological degradation in producing comfort and joy to human beings.
