Yasmin Crowther is vice president for strategic projects, sustainability, and citizenship at reputation risk intelligence firm Polecat. She has spent her career working to understand how different cultures and stakeholders engage and how to anticipate and manage conflictual and controversial issues. She has written extensively on the role of business in society and on how technological advances are impacting the world in which we live. Previously head of consulting at SustainAbility, Yasmin has worked with Polecat since its founding in 2007. She leads Polecat’s partnership with BSR, delivering actionable intelligence to BSR members from the universe of conversations taking place online and in social media. Yasmin is also responsible for Polecat’s own citizenship and sustainability performance.