Timberland CEO Jeff Swartz believes corporations more than governments have to take the lead on social responsibility. He’s the third generation of the Swartz family to run the outdoor clothing...

Timberland CEO Jeff Swartz believes corporations more than governments have to take the lead on social responsibility.

He’s the third generation of the Swartz family to run the outdoor clothing and footwear firm established in 1973. As CEO he is to reposition it as the leading voice in a new debate on social responsibility in corporate America according to a report in yesterday’s Sunday Times.

“I want people to believe in the power of the marketplace to make things better,” he said. Companies have a duty to do what they can and be open about it, said Swartz. But they also have a duty to do the best they can for their shareholders.

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