We now see numerous examples of brands working together to address issues such as environmental degradations, climate control, pollution, poverty and disease.

The framing of how we relate to each other within and across social media platforms will continue to become more sophisticated and nuanced in their expression of how we structure our relationships in our real world lives.

Millions of people are falling out of the middle class into the ranks of the poor.

The way customers relate to brands and how profit is generated has changed so dramatically almost every professional is being challenged to reconsider what they do in order to stay relevant.

Concerned consumers are realizing that they can use social media to organize themselves around shared values to start effective movements. Social media gives them a sounding board to share ideas, as well as a means to punish irresponsible corporate behaviors.

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.

For a truly effective social campaign, a brand needs to embrace the first principles of marketing, which involves brand definition and consistent storytelling.