The theory of social contracts extends as far back as Plato. However, it was the great 18th century social philosophers John Locke, Thomas Hobbes, and Jean-Jacques Rousseau who brought the concept of a social contract between citizens and governments sharply into political thinking, paving the way for popular democracy and constitutional republicanism.

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

The future of profit is purpose.

Brands must have a point of view on that purposeful engagement, whether it's directed towards the environment, poverty, water as a resource or causes such as breast cancer or education. Merely declaring your commitment to a category or cause will not be enough the distinguish your brand sufficiently to see a return on these well-intended efforts.

Technology is teaching us to be human again.

The creative destruction that social media is currently unleashing will change more than technology or the leader board of the Fortune 100. It is driving a qualitative shift in the nature of relationships between brands and their customers.

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