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" Consumers now have a voice. And the fact that consumers can be creators, producers and distributors means they can push back against brands to punish them for their socially irresponsible behavior or reward them for their responsible behavior. "

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" No one doubts the enormity of the social challenges we face around the world but one critical element of our response must be the generation of new thinking and ideas. Yet creating the conditions that make this possible is not simple. "

Simon Mainwaring

Challenges

New

Simple

" The framing of how we relate to each other within and across social media platforms will continue to become more sophisticated and nuanced in their expression of how we structure our relationships in our real world lives. "

" 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. "

" As we approach each of the great social challenges of our time we must acknowledge that old thinking will not provide the new solutions we need. These solutions will be uncomfortable, hard to sell and risky to execute. But the cost of not doing so is even greater. "

" The advent of Google+ and the emergence of the personalized web means this is more true than ever. Brands, and their advertising partners, must wake up to this challenge and define themselves with clarity, consistency and authenticity. Otherwise they just might find themselves shouting in a ghost town. "

" 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. "

" Corporations, consumers, and citizens must begin acting in concert to create a powerful third pillar of social transformation if we hope to meet the social challenges we currently face with equal force. This begins with corporations that choose to alter how they practice capitalism in two ways to serve the greater good. "

" When people align around shared political, social, economic or environmental values, and take collective action, thinking and behavior that compromises the lives of millions of people around the world can truly change. "

" The most potentially transformative impact of social media is its ability to encourage brands to marry profit and purpose. The reason brands participate is that such outreach earns those companies social currency enabling them to start or participate in conversations that connect them to consumers in meaningful ways. "

" Done correctly, everyone from individual speakers to large organizations can inspire citizens and customers to spread a message using their own social channels, and in so doing, inspire countless supporters to build their reputation, profits and social impact. "

" For decades, media companies have largely controlled the tools through which consumers were told what to buy, wear or think. Now consumers possess the same ability to produce, distribute and curate content and distribute it to their peers in real time across social media platforms. "

" Brands must become architects of community. "

" 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. "

" The most impactful way consumers can assert their power is to become mindful shoppers, giving their dollars only to socially responsible companies. In today's world of social media and smart phones, this is easy to do. "

" Without question, CEOs, executives and employees in companies in the United States and around the world have rallied to face the challenge of a social media marketplace. "

" Social technology gives leaders a vital new platform with which to connect their companies to the myriad stakeholders who have an interest in their well being. "

" Transforming a brand into a socially responsible leader doesn't happen overnight by simply writing new marketing and advertising strategies. It takes effort to identify a vision that your customers will find credible and aligned with their values. "

" Everyone living under the social contract we call democracy has a duty to act responsibly, to obey the laws, and to abandon certain types of self-interested behaviors that conflict with the general good. "

" In fact, I believe the first companies that make an effort to develop an authentic, transparent, and meaningful social contract with their fans and customers will turn out to be the ones that are the most successful in the future. While brands that refuse to make the effort will lose stature and customer loyalty. "

" Through their own actions, customers can hold companies responsible to higher standards of social responsibility. Through collective action, they can leverage their dollars to combat the force of those investors who myopically pursue profits at the expense of the rest of society. "

" A social contract is the way out of this dilemma for corporations that want to lead in the 21st century by showing consumers how seriously they take customer loyalty and goodwill. "

" 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. "

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

" There are many individuals, companies and even countries operating in what I call a 'me first' mentality, which is effectively a purely competitive approach to life, treating the planet as if it has infinite resources and pitting one country against another for supremacy. "

Simon Mainwaring

Infinite

Resources

" For a truly effective social campaign, a brand needs to embrace the first principles of marketing, which involves brand definition and consistent storytelling. "

" Brands must be very specific in their choice of social media platforms through which to communicate their CSR or cause messaging. "

" Millions of people are falling out of the middle class into the ranks of the poor. "

" By linking with friends and ultimately strangers and building those relationships, social media is reweaving the social fabric that can then be used to scale your non-profit efforts. "

" Find the human in the technology. The currency marketers trade in has not changed even if the methods have. Emotion is what we exchange. "

" Integrate purpose into your for-profit business model through a long term commitment to a cause that is aligned with your core values and those of your community. "