Dear Brand Leaders,

Let me introduce you to your new friend — The Good Consumer. They’re educated, informed, and capable of articulating their values and ethics through their purchasing power. Motivated by an awareness and a core belief in a fair and just society, however, their strongest motivation is self-preservation. The connected world has made it clear to them that the welfare of the group (humanity) has a direct impact on their own individual survival. They’ve embraced the global common good, and so should you.

For good consumers, the digital environment isn’t just a playground, it’s their school, their armor, their soap box, and it’s where they feel in control. Brands no longer own the airwaves, which means they can’t control the message. Sadly, most brands are barely aware of the current state of things — they still think they’re in control, that they can find the antidote, but there isn’t a cure for awareness. A bell can’t be unrung. If humanity truly is programmed to survive, then it seems doing the right thing might actually be good in more ways than one.