Some businesses are being too slow to act to social changes which are more widely accepted in society. It really goes back to basics that you should live and breathe your ethical policy as a business. PR's have a big responsibility to persuade management that they should take this seriously, if they want to reduce some of the issues and negativity that they face.
Too many companies have lost their social “licence to operate”. They need to think far harder about how to win it back. They need to ensure that they behave with scrupulous honesty. Companies that cheat on emission tests and banks that sell inappropriate financial products to consumers not only end up paying huge fines; they also forfeit public trust.