Introduction
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 belief in mind – take TOMS and Warby Parker, which built their business models around their purpose to provide shoes and glasses, respectively, for those in need. Others have interlaced purpose into their campaigning, for example Dove's Real Beautycampaign that has run successfully for over 15 years. Nevertheless, still others – which will probably become a much larger group this decade...