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Body Shop founder pushes her ideal approach to profit

Grande dame of the socially responsible business set says firms can still do more.

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When Anita Roddick spoke at Harvard University in 1988, her appeal for social responsibility in the business world wasn't mainstream.

"It was like I had just walked off the moon," says Ms. Roddick, founder of cosmetic giant The Body Shop and longtime human rights advocate.

Thirteen years later, Roddick's message hasn't changed. She still calls for corporate philanthropy and environmental stewardship. But the number of her disciples has grown. The seminal 1999 protests against the World Trade Organization in Seattle brought Roddick's 20-year campaign to a world audience. According to a 1999 Cone/Roper report, 95 percent of Americans believe corporations should sacrifice some profit to better the lives of their workers and communities.

Her new book, "Business As Unusual" (Thorsons), is a guide for those wishing to inject a little idealism into their business. According to Roddick, it's an important goal, as corporations' influence looms larger each year.

"Business is more powerful than ever before," says Roddick. "This is the first time in human history when economic value has superseded every other human value. You see it in language. In words like 'investment.' 'How much time have I invested in my relationships?' "

Roddick opened the first Body Shop in Brighton, England, in 1976, selling environmentally friendly beauty products - free from animal testing and with ingredients found in nature.

The company has grown to 1,700 stores in 49 countries. From the beginning, Roddick has used them to promote human rights initiatives. She has partnered with scores of indigenous groups in third-world countries, paying them Western wages for their work in developing new products.

Progressive initiatives like these, she says, are increasingly influential in a world where business, not politics, is the primary battleground for social change. It's one reason she's calling on idealists to enter the corporate world.

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