Examines why the public are becoming increasingly concerned about marketing practices and corporate responsibility. States that present and future marketing executives in Norway have investigated these issues – but even so they were just as critical on issues where their personal experiences as consumers seemed to have been evoked. Reports that a self‐administered questionnaire was completed by members of three groups: a business executive group; a college students group; and a group of first and second‐year high school students. Gives the results and discusses them in detail. Concludes that the research gives reason for some hope that in the future more initiative may come from sources within the industry itself.