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.

The false separation between living and giving must end.

The future of profit is purpose.

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?

Corporate America cannot afford to remain silent or passive about the downward spiral we are undergoing. It cannot turn a blind eye to how difficult the experience of life is for so many of their customers.

Integrate purpose into your for-profit business model through a long term commitment to a cause that is aligned with your core values and those of your community.

Consumers around the world are more aware of the multiple global crises we face than ever before, thanks to information found on the Internet.