• Today's consumers are eager to become loyal fans of companies that respect purposeful capitalism. They are not opposed to companies making a profit; indeed, they may even be investors in these companies - but at the core, they want more empathic, enlightened corporations that seek a balance between profit and purpose.

    Simon Mainwaring (2011). “We First: How Brands and Consumers Use Social Media to Build a Better World”, p.49, Macmillan