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

How well you tell your story determines how well your customers tell your story.

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.

Consumers around the world are more aware of the multiple global crises we face than ever before, thanks to information found on the Internet.

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

There is an overwhelming amount of information available to us all on the web each day, not to mention what is shared with us by our family, friends, fans, and followers. This necessitates the need to filter through all that information and to decide for ourselves where to put our attention.

If a brand wants to build social communities, capital and influence, it must become the chief celebrant of its community, not its celebrity. This simple shift in approach unlocks enormous transformative potential for brands.