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Choice editing in business is a wondrous thing – as marginal of an issue as it may sometimes appear, it often has the potential to make or break a business idea, an industry or even a whole economy. Should everything that sells be sold and, if not, where do you draw the line? While we won't go into the full ethical depths of this question, in this session we explore stories from companies that have edited products out of their product portfolio with reasons relating to responsibility and/or sustainability, as well as the long term direction of the business. The wider discussion will explore when action needs to be corporate led or consumers led, and therefore the different approaches companies can take to innovating products and services to improve its impact in society, influencing consumer behaviour or edit choice out of the market.