Salesforce.com CEO Marc Benioff wrote a book on this issue. Marketing is at a cross roads and I believe social media will force a major crash of competing values. The crossroad is a dilemma presented by a society based, for the most part, on consumption, a global economy accessible to all, and the wonderful raw rules of capitalism. This mash up has caused a society to feel wanting for genuine substance, generations to reflect on their contribution to the greater good, and a crisis of conscience. This crossroads is probably best described by the late George Carlin on consumerism.