the latest video GOOD/Corps created for the Gates Foundation.  Read about it on Mashable.

It's also exciting that Melinda Gates introduced it.

Harvard Business Review recently devoted attention to two business trends reorienting the corporate world. One is the growing fascination for how to tap into social media to amplify brand marketing. The other is the rising pressure on businesses to be more socially responsible and rethink value creation as a long-term investment in society. Each of these asks corporate leaders to make a substantial shift in their thinking about accepted business models. Adopting just one of these issues alone would suffice to seriously alter business structures and processes in profound ways.

What is missing from these two insights, however, is that these two trends will increasingly intersect. Social media is on the verge of evolving far beyond being “just a new marketing and branding tool.” It is actually driving a growing force for large-scale global transformation, led by socially conscious consumers seeking to use their voices and purchasing power to halt unsustainable business practices and temper reckless capitalism. In the coming years, if not sooner, social media will become a powerful tool that consumers will aggressively use to influence business attitudes and force companies into greater social responsibility—and, I suggest, move us towards a more sustainable practice of capitalism.

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At the same time, we will increasingly witness the rise of a new cadre of companies that recognize the opportunity to partner with consumers in transforming profit-oriented business into purpose-driven enterprises. These are the companies that will appeal to the growing ranks of socially conscious consumers, especially Millennials, who want corporations to get serious about building a better world.

The rewards for companies and brands are potentially great. Their payoff is the opportunity to become what I call “brand nations” — a new model of business whose market is composed of consumers throughout the world, regardless of their geographic location or nationality, who believe and trust in that brand based on shared values and socially responsible behaviors. These will be brands that customers anywhere in the would will demonstrate and encourage loyalty to, using Twitter, Facebook, FourSquare, and other social media tools that now empower them to make or break a brand.

A nice article that pretty much summarizes the GOOD/Corps philosophy.