In a video interview given exclusively to PRWeek by broadcast agency StoryBuild Agency, part of 4mediarelations, Cridland said: "The trust question is the key...Why do we rely on Which? or the Guardian newspaper to be the consumer champion? We should be the consumer champion. If we're not in business to serve the consumer, we shouldn't be in business."
And in an echo of Lord Browne's comments earlier in the autumn, Cridland was scathing about business leaders who conflate CSR with reputation.
He said business leaders tell him: "Let me tell you how many hundred thousand volunteering hours my workforce do. Let me tell you how many schools we support. And I say; 'you're talking about corporate social responsibility. Corporate social responsibility isn't what you do as a business. Tell me how well you're serving your customers because that is what delivers trust.'"