Abstract
Suggests how producers, marketers and advertisers can respond to the debate on marketing to children, especially the concerns about obesity. Emphasises that denial of the problems is not an option, and that simple unawareness on the part of parents accounts for some of the unhealthy eating habits of many children. Contrasts the socially responsible actions of older entrepreneurs like Cadbury and Lever with the more complex attitudes of today’s companies, who know how to avoid prosecution and protect their brand names, but are not actually socially and environmentally responsible, largely because the costs of such behaviour are considerable. Outlines principles for leading transformation in this complex and uncertain world.