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In the first phase it seems it was just being modern, perhaps productive. They deny there is any risk to be responsible for. The middle is about the self-managing of risks they can no longer deny exist. The final one has disavowed responsibility but position themselves as essential for life as we know it, so we don’t focus on the ethics.

The self-governance in the stewardship phase immediately after Bhopal was positioning as authority to manage their own risk to society and environment. And the ad for India had a hint of this - the plant having the authority to usher in a particular kind of modernity back in the 50s and 60s. To the extent that the corporate position of the Exposure Science org’s president counts as CSR, they are also working to define exposure and connect it with legislation.