In uncertain times purpose-driven brands have the winning edge

Consumers want to buy from brands they believe will make a positive difference in the world.

Whether you’re sitting at your desk at work or shopping at the grocery store, you can feel it: the shared sense of uncertainty in the air. Economic indicators are shifting; tariffs have impacted trade flows, and experts predict the nation’s growth rate may be cut in half. Combined with broad geopolitical instability, this sense of economic uneasiness has seen consumer sentiment dip to its second-lowest point since 1952.