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Australia, the magazine : Australia, the magazine
brand australia 9 to pick a few with a special relevance to its own needs and resources, and nd ways to make a meaningful and memorable contribution to the global e ort on each of them. Corporate social responsibility showed that corporations which fail to demonstrate ethical standards, transparency and social responsibility will soon lose the trust of their consumers. Similarly, research now shows that more and more people in more countries are unwilling to deal with countries that pollute, populations that practise or permit corruption, governments that out the rule of law: it's the same audience, starting to apply the same standards to countries as they apply to companies. In just a few decades, consumer power changed the rules of business and transformed the behaviour of corporations. Australia is uniquely positioned to take the lead in this far bigger revolution of governmental social responsibility. As I wrote in an article in 2006: "If the world's governments placed even half the value which most wise corporations have learned to place on their good names, the world would be a safer and quieter place than it is today." Australia has taken the rst step towards that goal. Simon Anholt is an independent policy advisor, author and researcher. He specialises in national identity and reputation, public diplomacy and the public perceptions of nations, cities and regions. Anholt developed the concepts of the 'nation brand' and 'place brand' in the late 1990s, and today plays a leading role in this rapidly expanding eld. The Australian Government is commi ed to drawing the world's a ention to Australia's contribution to global prosperity. We want the world to know that Australia is so much more than simply a great place to live and to play. Australia's strengths extend well beyond the diversity of our people and a rich environment of natural resources and stunning landscapes. We are also a land of boundless optimism and opportunity for people om around the world. Australia's participation in the Shanghai World Expo will showcase the innovation of our scientists, the competitive edge of our business community and the creativity of our artists and performers. is is the Brand Australia in which I have so much pride and con dence. Australia's sports men and women enjoy a well-deserved reputation for excellence. But far too few people are aware that Australia also has eleven Nobel Prize winners in the elds of literature, science and medical research. Signi cant achievements in internet Wi-Fi, Google Maps and bionic-ear cochlear implants can all be traced to Australian science and technolog y. Our record of excellence con rms Australia as a nation that truly punches above its weight across a broad spectrum of human endeavours. is is the Brand Australia that we need to communicate to the rest of the world. China is our top trading partner, with Australian exports making an important contribution towards China's remarkable economic success story. And we have much to o er beyond iron ore, coal and other raw materials. Brand Australia speaks to our strengths in sectors such as nancial and education services, urban design and renewal, clean energ y, environmental management and many more. Australia's business community has much to o er both China and the rest of the world. I am delighted to present Australia, the Magazine as a showcase for Brand Australia. It speaks of the essence of Australia -- the creativity, innovation and dynamism of the Australian people. SIMON CREAN, Federal Minister for Trade. BOUNDLESS OPTIMISM on the cusp THE AUST LIAN PEOPLE: A POSITIVE CITIZEN IMAGE An enthusiastic crowd enjoys a special event, Federation Square, Melbourne, Victoria. David Simmonds