CEOs must embrace the role of serving as the public face of the company to their customer community and the marketplace at large.

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

Social media is not about the exploitation of technology but service to community.

The theory of social contracts extends as far back as Plato. However, it was the great 18th century social philosophers John Locke, Thomas Hobbes, and Jean-Jacques Rousseau who brought the concept of a social contract between citizens and governments sharply into political thinking, paving the way for popular democracy and constitutional republicanism.

The currency of universal values make brands innately sharable.

There are many individuals, companies and even countries operating in what I call a 'me first' mentality, which is effectively a purely competitive approach to life, treating the planet as if it has infinite resources and pitting one country against another for supremacy.

Consumers desiring a better world have already achieved some successes in this regard, helping to transform several industries from the ground up.