Corporations often partner with government after natural disasters, as many companies did in the aftermath of Hurricane Katrina in 2005. As a rule, however, long-term civic/corporate partnerships are still rare .But this need not remain the status quo, as many opportunities are available for such partnerships.

More and more companies are reaching out to their suppliers and contractors to work jointly on issues of sustainability, environmental responsibility, ethics, and compliance.

Find the human in the technology. The currency marketers trade in has not changed even if the methods have. Emotion is what we exchange.

If capitalism is to remain a healthy, vibrant economic system, corporations must participate in taking care of the society and the environment in which they live.

The evolution of social media into a robust mechanism for social transformation is already visible. Despite many adamant critics who insist that tools like Facebook, Twitter, and YouTube are little more than faddish distractions useful only to exchange trivial information, these critics are being proven wrong time and again.

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.

Transforming a brand into a socially responsible leader doesn't happen overnight by simply writing new marketing and advertising strategies. It takes effort to identify a vision that your customers will find credible and aligned with their values.