Consumers desiring a better world have already achieved some successes in this regard, helping to transform several industries from the ground up.

Consumers want a better world, not just better widgets.

Non-profits must become deeply engaged in the ways that their donor communities are using social technology.

Too many brands treat social media as a one way, broadcast channel, rather than a two-way dialogue through which emotional storytelling can be transferred.

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

A world in which government is burdened by historic debt, philanthropy has limited resources, and the private sector is only interested in its own personal gain is simply unsustainable.

In fact, I believe the first companies that make an effort to develop an authentic, transparent, and meaningful social contract with their fans and customers will turn out to be the ones that are the most successful in the future. While brands that refuse to make the effort will lose stature and customer loyalty.