Increasingly today, in every age group, consumers are committing to brands that show good citizenship-from fair employment practices, to social responsibility, to charitable giving. In fact, support of these generous and socially aware companies is so high that good works and charitable giving are necessary for companies that aspire for financial success. Buyers today demand more than half-hearted pledges from companies who are clearly just trying to show less profits and decrease their taxes. By implementing the five-step model for the new rules of business laid out in this book-companies can take the necessary steps to embed social consciousness into their DNA, in turn capturing both markets and hearts.