Based on a survey of 56 leading UK companies, this report bears the alarming title 'A broken chain that needs fixing.' Consumers, the report says, are increasingly concerned about the product or brand's social, ethical, cultural and health (SECH) footprint and, along with non-government organizations, are setting the agenda for everything from organic food purchases and anti-sweatshop labor practices to local sourcing. If the report is to be believed, supply chain professionals lack that 'vision thing.' Just 57% of companies expect to start a sustainability drive by "beginning to collect transparent information on the products, manufacturers, hauliers, routes and warehousing that form the route to market". The essence of business, of entrepreneurialism, indeed of capitalism, is that you as an individual or a firm take the responsibility and, if you get it right, reap the reward.