In part driven by the new world of technology where social media in all its guises enables the consumer to delve deeper in to the heart of any corporation, the stress on the fifth P can enable any company to differentiate themselves on a crowded shelf of brands and appeal to the heart.

FORBES: Capitalism With A Conscience?

In Sullivan Hall in the heart of the NYU college town, starting up at 6 p.m. on Sunday night, Aug. 28, the Music for Change concert event will be taking place- regardless of some rain, wind, whatever.

FORBES: Ellina Graypel: "Students Will Rally! Hurricane or Not!"