Linda Novick O'Keefe: Social Ethics: A Peek Into 2012

Linda Novick O'Keefe: Social Ethics: A Peek Into 2012: In an era of global connectivity and instant media, companies increasingly view philanthropic campaigns as an intrinsic component of a successful business strategy, rather than an external obligation. They now recognize that addressing social and environmental issues is an investment in future markets, and they are also acutely aware that new forms of social media instantly throw their actions under the gaze of globally conscious consumers. This new and radical connectivity reverses the traditional opposition between financial success and socially responsible behavior.