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Dangers exist if other globalizing nations handle their processes as, say, Indonesia during the Soharto era. China faces an environmental crisis if its globalization strategy is not handled properly. Russia has a proud industrial heritage that faces ruin if it moves too quickly to join the WTO, poten-tially turning a skilled workforce into another source of cheap labour-failing to fulfil one of the most basic promises of globalization, that workers be moved upwards to higher-gain jobs. And the brands that currently practise proper corporate citizenship are few in number, leading some people to have the wrongful impression that they are positioned on market fringes. The 21st century consumer is unimpressed by organizations that fail to give something back to fellow world citizens. There have been more than enough events since September 11, 2001 to indicate that consumers have a wider view of branding than ever before. Consumer sophistication and the democratization of information have led to more informed decisions. Growing consumer cynicism can be countered only by being 'one' with the 'consumer army'. This includes understanding and capitalizing on the shift toward a more moral, ethical global corporate world, rather than one that is beset by a harmful reputation-: that of a collective of modern, exploitative robber barons. The dangers of ignoring the 'moral globalist' ideas are too many to number. Anarchy in nations that have been exploited has the potential to become regional conflicts, destroying the very markets on which corporations rely. An Indonesian invasion of its neighbours is not unforeseeable if condi-tions are not improved and extremists seek power. Then what of the lucrative Malaysian and Singa-porean markets, not to mention the flow-on effects on Australia and New Zealand? Similarly, it does not take great imagination to see how the Israeli-Palestinian conflict threatens global security. The same global forces that unlocked the economic potential (and, some might say, victimization and marginalization) of countries can work in reverse: that has been illustrated numerous times by the old adage that when the United States sneezes, the rest of the world catches a cold. The rule works on many levels as the world becomes smaller. Regional anarchy goes beyond a region today. Introspection, rediscovery and an ethical-moral adjustment are among the scope of the modern branding practice.
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