The age of big corporations doing whatever they want is over. Now companies must find ways to give back, and to do it in ways that consumers find authentic. How can a company get there? Follow these rules.

Story length: 864 words

Access the full story here. (Also contains 2.20 min video clip of Chipotle’s “Back to the start” sustainable food campaign, and 47 sec clip on Zipcar’s “One crazy day” campaign.)