As Asian businesses gain international influence, they have become leaders in corporate social responsibility, says Griffith Business School researcher and director of consulting firm Lifeworth Dr Jem Bendell. In his global review, The Eastern Turn In Responsible Enterprise, Bendell reports: "Diverse Asian approaches to responsible enterprise will increasingly affect business practices around the globe. Not only can this trend be welcomed, it is essential to achieve a fair and sustainable world." The majority of the middle class resides in Asia and Asia now trades within the region more often than with the rest of the world, making the region an important influence on CSR. Growing coverage of complementary CSR issues, such as emerging environmental awareness, has also meant CSR development is now more likely to come from within Asia rather than via Western influences.