The goals of the Occupy protests include getting companies to perceive, spend and act with consideration for social responsibilities. Some large companies, such as Google and Starbucks, already understand the philosophy, but companies large and small will have to respond. "[T]hese protests clearly signal that for some proportion of the population, all the money, time and effort expended on CSR simply isn't working. And spending more isn't going to make a difference. These people are looking for a change in the system, in the rules that govern business and [its] relationship with government," write Andrew Crane and Dirk Matten.