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

Often motivated by a desire to maintain the existing status quo, sloth almost cost the U.S. its auto industry, as it refused for decades to build fuel-efficient cars to compete with Japanese, Korean and European imports.

Since most corporate competitors have the same problems with sustainability and social reputation, it's worth trying to solve them together.

Ensure your employees understand what your brand stands for so they can be your first line of word-of-mouth advertising.

More brands are waking up to their social responsibility and doing good work through cause marketing campaigns. Yet too many still go about it the wrong way. I mean 'wrong' in two senses. Firstly, they are marketing ineffectively, and secondly, as a consequence their positive social impact is not maximized.

Define what your brand stands for, its core values and tone of voice, and then communicate consistently in those terms.

Brands must become architects of community.