The overall insight behind The C A R E 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? You can start by taking care of someone or something, the first major shift in attitude that really anybody can make. If you want to transform your company and 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.