Corporations feel like they have to take on social issues, but as we’ve been discussing, doing so isn’t easy.

Recent research from RepTrak found that 36 percent of consumers have "felt betrayed" by what a company stands for, and 47 percent have stopped doing business with the company as a result. 63 percent prefer to do business with companies that "stand for a purpose that reflects their values and beliefs, and will avoid those that do not."

We sat down with Laura Lane, Chief Corporate Affairs Officer at UPS, who had some great food for thought on the topic.