As more people use social media to tell the story of the future, the wants and needs of more people will be reflected.

Your computer needn't be the first thing your see in the morning and the last thing you see at night.

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

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.

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.

Effectively, change is almost impossible without industry-wide collaboration, cooperation and consensus.

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.