Consumers today have access to almost limitless information. They can easily find information about your company, the type of work you do, and, more importantly, your reputation.

With this information, they can choose the company that resonates with them, not necessarily just by products or services but by the stories of community involvement, employee satisfaction, and giving back to the community. And according to Melinda Partin in her article Why Community is the Secret to Being one of the “Good Guys” in Business, “lip service doesn’t suffice anymore - technology has provided consumers with the tools for verifying a company's claims of responsibility.”