While business have awakened to these risks, they are much less clear on what to do about them. In fact, the most common corporate response has been neither strategic nor operational but cosmetic: public relations and media campaigns, the centerpieces of which are often glossy CSR reports that showcase companies’ social and environmental good deeds. Of the 250 largest multinational corporation, 64% published CSR reports in 2005, either within their annual report or, for most, in separate sustainability reports – supporting a new cottage industry of report writers.