Borderless, open, fluid: these have been buzzwords in my industry since the early ought’s. We use this to describe how online media social networks, globalization and the rise of CSR have changed how we live our lives, and how we do business. We could also use the term “liquid” to describe the current state of things. This is the terminology favored by Zygmunt Bauman, who in 2000 published Liquid Modernity and more recently (2011) Culture in a Liquid Modern World.