We know that our customers expect the very best from us. As retailers we're expected to lead the way when it comes to matters of nutrition, sourcing and sustainability - and that's right. Right now, supply chain donation is a pioneering approach. Hopefully it won't be another twenty years before we see the industry following suit.
Much as I relish the creativity of many of their efforts, I feel that this trend tells a worrying story both about the faltering attempts of business to redefine its place in the world and about our own need to grasp at almost anything to create meaning in our lives. In my book, we could do with rather more powerful stories at Christmas time. Any ideas?