There was a time when corporations could merely say, “We’re green,” and consumers, not yet as scrutinizing as they are today, or perhaps simply less equipped to check up on corporate claims, would believe it. For corporations, those days probably feel like a lost Eden. “We help the environment,” Mega-Conglomerate X would announce, and Consumers Y & Z would smile and nod, and be duly impressed, and lo, it was good (for the companies, anyway).

Now those days are gone, and big businesses can’t just talk the talk, but must walk the socially responsible walk. Such is the argument of Who Cares Wins, a new biz book and pseudo CSR manual by David Jones, CEO of the French advertising giant Havas.

via An ad exec’s wise warning about social media – Fortune Features.