There is a growing number of businesses with a socially responsible business model. We love reading about other ethical and responsible businesses. TOMS is a great story.
In this article the CEO cautions against businesses exploiting consumer demand for socially conscious businesses, and not authentically caring for the world. Social Consciousness isn't a branding exercise - it is a way of doing business, a way of viewing the world.
Millennials in particular are demanding that their products authentically 'give back' to the world. And #gokindly love them for that.