“The United States is at a critical juncture in time. Our government is riddled with historic debt, and the limited resources of philanthropic and non-profit efforts cannot meet the scale of social challenges we face with necessary force.”
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The social business marketplace is effectively forcing brands to engage with consumers on the basis of something that is meaningful to them. More often than not, this takes the form of some core value that finds expression in a non-profit cause.
Not since the digital revolution in the early '90s has technology placed such a comprehensive burden on business, employees and individuals to reinvent their business plans, services and products, and themselves to keep pace with the changing marketplace.
Ultimately, it's possible that social media platforms will be designed as templates that the users themselves customize in terms of the best way to express their community and experience of life, and brands will have to simply follow suit.
Corporate executives need to re-frame their responsibilities to include the interests of all the stakeholders in society at large not just shareholders, but also employees, the citizens of our communities, and those who care about the environment.