Do you think activism is futile and ineffective? Time magazine thinks otherwise. "The demonstrations against global capitalism at the G-8 summit in Genoa were the latest manifestation of a trend that--mostly quietly and behind the scenes--is defining our age," writes Michael Elliott. "From Home Depot (criticized for its use of tropical hardwoods) to Starbucks (attacked for the treatment of workers on coffee plantations), from Big Oil (a perennial target for environmentalists) to tuna canners (think dolphins), companies are increasingly changing their business practices when pressured by activists."