With the majority of millennials willing to switch to brands that champion a cause, especially one they believe in, representatives of Google, Tencent and Unilever share how brands can respond to and align with societal issues.

Why it matters

Consumers are looking for brands with purpose and companies need to take a long, hard look at their strategies because they can no longer avoid the issue but rather must face it immediately.

• Given how relevant purpose is today, more are justifying their purchases based on how brands are reflecting their values. 
• Silence on a brand’s stand on societal issues is...