More than ever before, consumers have the ability to unify their voices and coalesce their buying power to influence corporate behaviors.

Brands must have a point of view on that purposeful engagement, whether it's directed towards the environment, poverty, water as a resource or causes such as breast cancer or education. Merely declaring your commitment to a category or cause will not be enough the distinguish your brand sufficiently to see a return on these well-intended efforts.

Millions of people are falling out of the middle class into the ranks of the poor.

The future of profit is purpose.

What today's business reality makes clear is that brands cannot survive in a society that is failing economically, socially, ethically, and morally.

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.

The most potentially transformative impact of social media is its ability to encourage brands to marry profit and purpose. The reason brands participate is that such outreach earns those companies social currency enabling them to start or participate in conversations that connect them to consumers in meaningful ways.