In today's world it is imperative that people and companies show their character. Character often defined as the mental and moral qualities distinctive to an individual, work for companies and brands in similar fashion; organizations that have a clear visible moral compass stand a real chance of lasting through the next decade.

In today's business marketplace people have more choices and options of what brands they wish to purchase or participate with more than ever before but, beyond the bottom-line sales concerns; people have woken up to all the problems in the world on a level that can no longer be underestimated.