Social media companies must combine their mastery of the latest in real-time, location based or augmented reality technologies in the service of clear and consistent storytelling.

Corporate executives need to re-frame their responsibilities to include the interests of all the stakeholders in society at large; not just shareholders, but also employees, the citizens of our communities, and those who care about the environment.

Effectively, change is almost impossible without industry-wide collaboration, cooperation and consensus.

Perhaps the most effective way to describe the approach a brand must take is to think of themselves as social cartographers. By that I mean that brands must simultaneously inspire, engage and maintain a series of conversations taking place within certain cultural landscape specific to their business goal.

As a function of the easy access to information provided by the Internet, and the ease with which it can be shared thanks to social media, consumers are now better informed as to the behavior of brands and the multiple global crises we face.

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

Today's consumers are eager to become loyal fans of companies that respect purposeful capitalism. They are not opposed to companies making a profit; indeed, they may even be investors in these companies - but at the core, they want more empathic, enlightened corporations that seek a balance between profit and purpose.