Sociology can help establish an ethical culture, building it up from the bottom. I have successfully applied the sociological theory of symbolic interactionism to social responsibility outcomes in mineral exploration projects and found that ongoing transformative dialogue at the working level, frequent interpersonal interaction and building relationships build a responsible culture. On reading this article, I believe that I could extrapolate this approach to the world the article is talking about. If you are interested at all, please contact me at [email protected] and I will send you a link to my Ph. D. thesis