Chapter 1. THE RISE OF THE SOCIAL CAPITAL MARKET

The current economic crisis does not represent just another economic cycle; it represents a fundamental reset ... an emotional, social, economic reset.[7]

Jeffrey Immelt, CEO of General Electric

Social issues always used to be an afterthought for corporations. Businesses focused first on making money; then, once bills were paid and profits booked, they looked for ways to "give back." That's because, as Milton Friedman always said, the business of business is business. And for most corporations, this will always be true. But the business of business is changing, in large part because issues previously considered "soft," like the environment, education, health care, and global development, now have ...

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