Digital-native generations see social presence as strategy, not spin. In this article, Mary Jane Roberts, Interim CEO of Doctors in Distress, explores how evolving expectations are reshaping charity leadership, fundraising, and the reality behind the “shop front.” _________________________________________________________ “It’s OK. It’s company image” said the shop assistant at Agent Provocateur, the racy British lingerie company. At the time the company had just been taken over by Sports Direct.