It's terrific that big business is stepping up on bushfire relief. It provides tangible evidence of big corporations' national reach, and capacity for doing well by doing good.  Companies such as Woolworths, Wesfarmers, Telstra and ANZ Banking Group  have stepped in swiftly to provide relief in kind – in goods and services – and in cash.

But when the bushfire emergency is over it will still demand a wider response from business.