The rising tide of social consciousness is causing many global brands to weave purpose into the fabric of their businesses, through mission statements, narratives and campaigns. Some businesses were built from the beginning with a certain campaign that has run successfully for over 15 years. Nevertheless, still others – which will probably become a much larger group this decade – are like Microsoft. A few years ago, it was considered too expensive for Microsoft to look to become carbon neutral. However, this year at Davos, Microsoft has pledged not only to become carbon neutral by 2030, but also to create negative emissions until it has "paid back" all the carbon emissions it has created since 1974.