“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.”
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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.
Gluttony might be innocuous were it not for the fact that gluttons tend to disregard whether their self-serving behaviors harm anyone else. We don't need to look far and wide to find examples of gluttonous behavior, as they are numerous throughout the history of capitalism.
Companies, to date, have often used the excuse that they are only beholden to their shareholders, but we need shareholders to think of themselves as stakeholders in the well being of society as well.
Effectively, change is almost impossible without industry-wide collaboration, cooperation and consensus.