ABSTRACT
Different traditions in different parts of the world are pushing businesses towards the creation of sustainable brands with social missions from different starting points. In the United States, the practice of philanthropy is so embedded, and the obligations on successful business leaders to give back and be seen to be giving back so strong, that it can feel more difficult to equate community obligations with business success. In Latin America, the desire to avoid the commercial chaos of social unrest leads businesses to consider a more proactive role in society. Business needs stability and has to engage in social issues if it is to have conditions for growth. All over the world forces are at play driving business towards a more sustainable relationship with society. Some of these businesses are also beginning to explore their very nature as companies and the way they are incorporated.
