Can values other than profit be introduced into global supply chains? Private firms are attempting it, but is this just a marketing stunt to boost brand name reputation amongst concerned northern consumers? Whatever the case may be, ethical codes of practice are rapidly entering value chain management and setting social and environmental standards for producers in developing countries. But should retailers really become the new custodians of morality? Research from the Natural Resources Institute and its partners in the Natural Resources and Ethical Trade programme suggests that while ethical trade may have a contribution to make, it could well be that a company’s sole social responsibility is still to make a profit.