A social contract is the way out of this dilemma for corporations that want to lead in the 21st century by showing consumers how seriously they take customer loyalty and goodwill.

The future of profit is purpose.

There is an overwhelming amount of information available to us all on the web each day, not to mention what is shared with us by our family, friends, fans, and followers. This necessitates the need to filter through all that information and to decide for ourselves where to put our attention.

There is a fundamental shift that social media necessitates in business today - the need to transition from 'Me First' to 'We First' thinking.

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

Since most corporate competitors have the same problems with sustainability and social reputation, it's worth trying to solve them together.

When a positive exchange between a brand and customers becomes quantifiable metrics, it encourages brand to provide better service, customer service to do a better job, and consumers to actively show their gratitude.