One of the (growingly scant) bonus side-effects of having social media is that consumers now tie brands to their identity. This means that the brands of tradit

One of the (growingly scant) bonus side-effects of having social media is that consumers now tie brands to their identity. This means that the brands of traditionally maximize-profits at all cost at least have to make efforts to demonstrably align with consumer ideals, if they want to continue to profit. It's far from perfect but still a far cry better than before.