...ordinary consumers around the world can ensure that global corporations become more generous and do not profit by exploiting poor people or the natural environment...Corporations themselves generally favour a voluntary approach to social responsibility. They try to either create their own standards or use diluted standards developed by business-friendly external organisations. If corporations formulate their own social responsibility standards, these standards only cover areas where corporations don’t mind acting responsibly...Research by fair trade advocates indicates that corporations can gain valuable market share and productivity by behaving responsibly.