The overall insight behind The Care Principles is about—well, caring: taking care of someone or something. Anyone can care. Taking care is not about how deep your pockets are, but about how big your heart is. Success definitely lies ahead for companies that realize they need to be outspoken about the things they care about. Brands can become powerful forces for positive change in society, and they are in a position to lead the way by taking their responsibilities. So you should ask yourself: What side do you want your company to be on? Do you want to remain part of the problem, or will you be part of the solution?

Do you want to grow your brand or organization in a caring and sustainable way? Transform your company to be fully prepared for the future. You can shift your way of thinking and doing along four more axes that are embedded in the word CARE.

The right combination of collaboration, agility, reliability, and empathy needs to be found in the right, unique mix that best fits your company’s DNA. It is not a one-size-fits-all solution. It is not a quick fix. The ability to adapt your company’s behavior to transform it into a more collaborative, agile, reliable, social, and empathic version of itself will take time. Applying these Principles entails a profound adaptation of your organization, your structure, your processes, and your thinking. It is a strategy that responds to the complexity of societal needs.