It is a truly powerful phenomenon when a brand makes a stand for what it believes in.

Brands are facing a new competitive landscape in which self-definition, core values and purpose will increasingly define their ability to reach customers that only allow what is meaningful in their lives to pass through their filter.

The new dynamics between brands and consumers, driven by social media, are proving to be a powerful impetus for change.

Companies, to date, have often used the excuse that they are only beholden to their shareholders, but we need shareholders to think of themselves as stakeholders in the well being of society as well.

One of the greatest challenges companies face in adjusting to the impact of social media, is knowing where to start.

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

In the coming years, if not sooner, social media will become a powerful tool that consumers will aggressively use to influence business attitudes and force companies into greater social responsibility - and, I suggest, move us towards a more sustainable practice of capitalism.