Have the antics of Sir Fred Goodwin and co finally driven a nail into the culture of greed?

According to a recent study conducted by the Aspen Institute, MBA students are increasingly concerned about the role of business in society. Not only are they interested in the social and environmental responsibilities of a company, they are also dedicated to creating value for the communities in which they operate, and in finding work that offers the potential of making a contribution to society. Mayer, C., Marketing that Matters, Business at Oxford – the Magazine of the Said Business School, Winter 2008.

Is this just a passing fancy, or the start of a whole new movement? How is business becoming much more ethical? How is marketing being used as a force for good? This PDF download makes for one interesting read. http://www.sbs.ox.ac.uk/news/bao/ (download time: about 5 sec)