These days, the public is no longer passive, listening meekly to the corporate conversation.

The phrase of the moment is corporate social responsibility (CSR) but perhaps this represents a deeper shift in attitude.

Citizen journalism, shareholder revolts, pressure groups, environmental activists, fair trade, regulation, windfall taxes, pension liabilities, globalisation – the list goes on. But the list shares a common thread.

It’s because of this that today’s corporate brands and businesses are fundamentally exposed, vulnerable and up for debate like never before.

The challenge and the opportunity for the corporation is to ensure it fully understands what’s happening and takes nothing for granted.

At Chalk, we don’t just think about business, we think about society and we use that knowledge to drive our campaigns and inform our strategy.

Because society demands that businesses engage with them, isn’t it better that you work with an agency that understands both?