Effectively, Change Is Almost Impossible Without Industry-wide

Executives Can No Longer Hide Behind The Corporate Veil. They Need To Be Accountable For What Their Companies Do, Because Entities Are Responsible For Socially Irresponsible Behavior.

And If You Look At The Reality In The United States, Where You Have More Than 40 Million People Below The Poverty Line And 42 Million On Food Stamps, And Then You Look At Poverty Around The World, Clearly The Way We're Running The Engine Of Capitalism Is Not Serving Us Well.

The Question Remains: Which Brands Will Commit To Creating A Private Sector Pillar Of Social Change, And Which Will Become Casualties Of Their Own Outdated Thinking?

There's An Adage That Is An Apt Description Of The New Dynamic At Work Between Brands And Consumers Connected Through Social Media: People Support What They Help To Build. But Now That Many Brands Are Launching Community-driven Cause Marketing Campaigns, The Challenge Becomes What To Do Next?

There Is A Growing Awareness Among Brands That In Order To Participate In Conversations That Are Taking Place Across Social Networks, They Must Join These Discussions On The Basis Of Something That Is Meaningful To Their Customers.