Being socially responsible is crucial for organizations that want to gain customers' trust and retain a loyal customer base. And savvy organizations have realized that aside from doing the socially responsible thing, they also need to make sure they advertise it.

This realization has led to many companies engaging in responsible marketing, making sure that customers and prospects are well aware of the brand's social values and how these are ingrained in every fiber of the organization.

However, in the age of extreme transparency, organizations had better practice what they preach and not try to deceive customers with messages that aren't true. As Don Peppers and Martha Rogers, Ph.D. argue in their book Extreme Trust: Honesty as a Competitive Advantage, trust is not just a good idea, it's inevitable.