These days, we have high expectations of what companies should be. It’s not enough that they make good products. They also need to be good citizens. We expect them to minimize their social and environmental harm, to report their "impacts," and to give money to charity. And we expect them to do more than simply follow the law. In 1970, the economist Milton Friedman said businesses should think only about making profit (any idea of social responsibility was a distraction and a disservice to shareholders, he wrote). But in the 21st century we're starting to demand even more: Companies need to solve problems and aid causes, whether it’s Coca-Cola’s diarrhea program in Africa or Pampers’ one-for-one vaccine campaign with Unicef.