As we approach each of the great social challenges of our time we must acknowledge that old thinking will not provide the new solutions we need. These solutions will be uncomfortable, hard to sell and risky to execute. But the cost of not doing so is even greater.

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 now have a voice. And the fact that consumers can be creators, producers and distributors means they can push back against brands to punish them for their socially irresponsible behavior or reward them for their responsible behavior.

Through their own actions, customers can hold companies responsible to higher standards of social responsibility. Through collective action, they can leverage their dollars to combat the force of those investors who myopically pursue profits at the expense of the rest of society.

Brands are facing a new competitive landscape in which self-definition, core values and purpose will increasingly define their ability to reach customers that only allow what is meaningful in their lives to pass through their filter.

Business practices and how we treat the planet are also in desperate need of re-humanization.

Ultimately, it's possible that social media platforms will be designed as templates that the users themselves customize in terms of the best way to express their community and experience of life, and brands will have to simply follow suit.