“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.”
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Effectively, change is almost impossible without industry-wide collaboration, cooperation and consensus.
Non-profits must become deeply engaged in the ways that their donor communities are using social technology.
It is time for corporate America to become 'the third pillar' of social change in our society, complementing the first two pillars of government and philanthropy. We need the entire private sector to begin committing itself not just to making profits, but to fulfilling higher and larger purposes by contributing to building a better world.
The new dynamics between brands and consumers, driven by social media, are proving to be a powerful impetus for change.