If business is to regain the trust of society, it must start to tackle the big social and environmental issues that confront humanity, especially at a time when governments seem increasingly to be caught in shorter and shorter election cycles and have a hard time internalizing the global challenges in an increasingly interdependent world. As I have said many times, "business can not be a mere bystander in the system that gives it life." The environmentalist Paul Hawken believes that if there is any deficit we are facing right now, it's a deficit of meaning. Many are talking about the need for a GDP+. A broader measure of success than just simply wealth creation.