"Among the important ethical issues facing the business community at present are those associated with the impact of global marketing and advertising on the cultures and values of various countries and peoples," the Pope said in his message to the conference of Christian business executives, being held today and Saturday in Rome.
The conference, entitled "The Business Executive: Social Responsibility and Globalization" and attended by more than 80 participants, is organized by the Pontifical Council for Justice and Peace and the International Union of Christian Business Executives (UNIAPAC).
"A sound globalization, carried out in respect for the values of different nations and ethnic groupings, can contribute significantly to the unity of the human family and enable forms of cooperation which are not only economic but also social and cultural," the Pope said.
"Globalization must become more than simply another name for the absolute relativization of values and the homogenization of lifestyles and cultures," he continued.
"For this to happen, Christian leaders, also in the commercial sphere, are challenged to bear witness to the liberating and transforming power of Christian truth, which inspires us to place our talents, our intellectual resources, our persuasive abilities, our experience and our skills at the service of God, our neighbor, and the common good of the human family," John Paul II stated.