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.

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.

Brands are faced with the daily challenge of massively scaling their outreach in order to build personal relationships. While this may seem like a contradiction in terms, it becomes much more possible when brands shift from push to pull dynamics in their marketing.

The question remains: which brands will commit to creating a private sector pillar of social change, and which will become casualties of their own outdated thinking?

Make the customer the hero of your brand's story.

Gluttony might be innocuous were it not for the fact that gluttons tend to disregard whether their self-serving behaviors harm anyone else. We don’t need to look far and wide to find examples of gluttonous behavior, as they are numerous throughout the history of capitalism.

The way customers relate to brands and how profit is generated has changed so dramatically almost every professional is being challenged to reconsider what they do in order to stay relevant.