Celso Grecco used to think his priorities made perfect sense. "My plan was to work hard, get rich and retire." But then he abruptly realized he had more important work to do. Brazil's stop-and-go economy had left millions of people behind, inspiring a profusion of civic groups and social causes.

"Suddenly everyone was talking about corporate responsibility," Grecco recalls. So he sold his consultancy and set out to become a pioneer in the field he calls "social marketing."

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