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Corporate MOTing: Hints and Tips on Interpreting Business Reportage Part One: Annual Reports: What Are They Good For? by Doreen Soutar

Mindful consumption is a concept that is increasingly acceptable in the mainstream. We pretty much all have an idea of what a ‘green’ or ‘ethical’ product is like – sort of – and a lot of us would like to buy more of this kind of product, even if we don’t always manage to live up to the image of ourselves we give to market researchers about how green we are.

Now, I am not having a go at you – there are only a select few of us who have been spared the necessity of buying the cheap generic version of a product rather than the premium-priced fair-trade/local/organic/hemp-wrapped/made-on-the-premises-by-virgin-youths version. Sure we would all rather have the good stuff, but being hungry is not a reasonable option to being ethical. And your bum survives being attacked by cheap toilet roll now and again. So going cheap is neither sinful nor unusual. Read more