The turning point for a new technology is when we stop talking about bits, bytes or bandwidth, and start talking about what it can really do to for business, individuals or society. When we look at the tools Web 2.0 represents, they have the potential to be game changing for those working to advance a progressive vision of the relationship of business to society.

This progressive vision we have asks companies to be accountable for things it does – good, bad, or indifferent – to the environment, our communities, employees, or individuals. What constitutes “good” or “bad” is subject to negotiation among a business’s stakeholders – those who could be significantly affected by the way a business behaves, which may include investors, customers, employees, local residents, etc.