There is a rising trend in business that incorporates philanthropy into business strategy. Businesses are aspiring to make a social and environmental impact on their world. Instead of revelling in a consumer-driven atmosphere, and vying for the biggest piece of the consumer pie, businesses are creating wealth (both social and financial) for themselves by supporting others. Charles H. Moore, Executive Director of the Committee Encouraging Corporate Philanthropy, explains that the definition of shareholder has changed to include “government, employees, consumers, activist groups, the non-profit sector and others”. Tightly woven into the fabric of new corporate responsibility is the ground-breaking notion that one can do well, by doing good. Corporate philanthropy is about inspiring trust, goal-setting and action towards ending social and environmental strife.