Companies should evolve around societal concerns. Companies now marketing products that are in response to societal concerns, i.e. recycled furniture is environmentally friendly. Ralph Nader's Public Citizen group, acts as a watchdog on consumer interests. Lifted consumerism into a major social force. First with his successful attack on the automobile industry, resulted in the passage of the National Traffic and Motor Vehicle and Safety Act of 1962.
Societal forces pressure political forces to create legal forces governed by regulatory forces.
Currently in power Reagan era vs Clinton era. Health care reform impacting on small business. Philip Morris agrees to stop placing billboard ads. 24yr TV advertising ban. Actions may strengthen the market leaders, Philip Morris.