Brands are faced with the daily challenge of massively scaling their outreach in order to build personal relationships. While this may seem like a contradiction in terms, it becomes much more possible when brands shift from push to pull dynamics in their marketing.

When people align around shared political, social, economic or environmental values, and take collective action, thinking and behaviour that compromises the lives of millions of people around the world can truly change.

In today's social business marketplace Facebook is one of the best places for nonprofits to be discovered and connect with a larger audience on the basis of shared values. So to get started, a non-profit should launch a Facebook page and invite your existing real world community to connect your cause and their networks.

Since most corporate competitors have the same problems with sustainability and social reputation, it's worth trying to solve them together.

Technology is teaching us to be human again.

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brands will commit to creating a private sector pillar of social change, and which will become casualties of their own outdated thinking?

Find the human in the technology. The currency marketers trade in has not changed even if the methods have. Emotion is what we exchange.