This is the latest episode in a series looking at what risk culture means and to what extent we understand its impact on organisations and the behaviours of the people within them. Hilary Sutcliffe, Director of a London-based not-for-profit organization, SocietyInside, introduces us to the concept of a "Pro-Society" approach to innovation and regulation and explains how this gives stronger incentives for corporations to reverse-engineer innovation from societal demands rather than simply creating innovations in a relentless quest for a home.