Purchasing a product isn’t just a transaction: it’s about having a voice, making a statement and exercising power.

Buyers today consider their purchases to be an extension of their views, beliefs and lifestyles.

And more than ever, it’s an opportunity to make an impact.

This reality is illustrated in recent data, which shows that 55% of consumers believe brands actually have a more important role than our governments to create a better future.

Whether that says more about brands or governments is up for discussion, but an interesting figure does show that consumers expect brands to go beyond function and be socially impactful, take a stand and reflect our personal values.

Brands also need to do the internal job of ensuring that the social causes they support are in line with their DNA.

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