If we succeed in admitting the failure of CSR and burying the past, we may find ourselves
on the cusp of a revolution, in much the same way as the internet transitioned from Web
1.0 to Web 2.0. The emergence of social media networks, user-generated content and open source approaches are a fitting metaphor for the changes CSR will have to undergo if it is to redefine its contribution and make a serious impact on the social, environmental and ethical challenges the world faces.