Younger workers, in particular, have shown they want to align themselves with companies that support principles and values similar to their own, and companies that are contributing to a greater good. “The modern worker is not the salary17 worker of old,” says Tim Ogilvie of the consulting firm Peer Insight. “Increasingly, they’re saying, ‘I want to do something I really believe in.’” So to the extent a company can stand for something more than just what it sells or creates, it can develop a deeper relationship with both consumers and employees.
