Brands and businesses are facing increasing pressure from consumers to deliver not just good products and services, but social good as well. Gen Z, in particular, wants brands to place social change at the core of their business. In a recent survey, 76 percent of young people said they have purchased or would consider purchasing a brand/product to show support for the issues the brand supported. But perhaps even more important, 67 percent have stopped purchasing or would consider doing so if the company stood for something or behaved in a way that didn’t align to their values. Why does this matter? Gen Z will comprise more than 40 percent of all shoppers by 2020.