A desire to look at industries that have " a heavy impact on culture and the way people think inspired a collaboration in reporting by Covalence SA, Ethical Investment Research Service ( EIRIS ) and the WWF . The initiave is not to " criticise these companies but to make a general point : responsible business practices can be a value driver, but they need to be systematically embedded in the DNA of a company, . . . . Comparison can be a powerful motivation to change . said Mr Kleanthous ( a senior policy adviser at WWF ).
