The Olympic torch has left Athens, Greece on its traditional torch run around the world until it eventually arrives at the Beijing Olympic stadium during the opening ceremony. Right from the first day, it has been met with something that the Chinese officials did not anticipate: protestors. In an unprecendented move, the torch was actually extinguished in Paris so that it could be loaded onto a bus and rushed away from growing violence amongst the protestors. TV news scenes from London, Paris and San Francisco show police beating protestors, dragging them into prison vans and frog marching them away - none of these are scenes that add to the Olympic brand and mythos.

This is becoming a major news story - a BAD news story. It’s China Inc that’s on the receiving end. But it could be you and your company next. We have been saying for some time now that there is a new generation of young people and global citizens that are going to rise up and become activist customers and ethical consumers. This Olympics needs to be YOUR company’s wake up call that this can happen anytime, anywhere. You have been warned - get your act together, and ensure that all the skeletons in your closet are well sorted out!