The document discusses how consumers are increasingly expecting brands and companies to have a social purpose beyond just profit. Some key points: - 83% of consumers are willing to change consumption habits to support social causes. 63% think brands spend too much on marketing. - During an economic recession, 80% of global consumers feel it is still important for brands to support social causes, and 68% would remain loyal to brands that do. - Consumers are more engaged with social causes than ever and want to collaborate with brands. Interest in social purpose spans all demographics. - Media and websites are increasingly focused on covering the intersection of lifestyle and ethics. Evidence shows consumers prefer brands with social purposes.