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

Simon Mainwaring

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Simon Mainwaring
Age: 57
Born: 1967
Born: January 1
Blogger
Writer
People
Ranks
Falling
Millions
Middle
Class
Poor
Fall

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Make the customer the hero of your brand's story.
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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.
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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.
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If a brand genuinely wants to make a social contribution, it should start with who they are, not what they do. For only when a brand has defined itself and its core values can it identify causes or social responsibility initiatives that are in alignment with its authentic brand story.
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Like all technology, social media is neutral but is best put to work in the service of building a better world.
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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.
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As more people use social media to tell the story of the future, the wants and needs of more people will be reflected.
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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.
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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.
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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.
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In the coming years, if not sooner, social media will become a powerful tool that consumers will aggressively use to influence business attitudes and force companies into greater social responsibility - and, I suggest, move us towards a more sustainable practice of capitalism.
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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.
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We need to develop and disseminate an entirely new paradigm and practice of collaboration that supersedes the traditional silos that have divided governments, philanthropies and private enterprises for decades and replace it with networks of partnerships working together to create a globally prosperous society.
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As a speaker, business leader or marketer of any type, the onus is now on each of us to become equally capable of communicating very personally with a seemingly endless number of people connected by social technologies.
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Effectively, change is almost impossible without industry-wide collaboration, cooperation and consensus.
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How much do you as a consumer value a positive experience with a brand or its customer service department? How willing are you to share that with your friends? How inclined are you to let that person know that you're interaction with them was positive?
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