Consumers Want A Better World, Not Just

Effectively, Change Is Almost Impossible Without Industry-wide Collaboration, Cooperation And Consensus.

Perhaps The Most Effective Way To Describe The Approach A Brand Must Take Is To Think Of Themselves As Social Cartographers. By That I Mean That Brands Must Simultaneously Inspire, Engage And Maintain A Series Of Conversations Taking Place Within Certain Cultural Landscape Specific To Their Business Goal.

If Capitalism Is To Remain A Healthy, Vibrant Economic System, Corporations Must Participate In Taking Care Of The Society And The Environment In Which They Live.

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.

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.