Brands Unwilling to Commit to a Set of Values Risk Losing Consumers

With more spending power, they're in a position to demand more from companies

LIFEWTR's #ArtByAWoman project showed how underrepresented female visual artists are in the field. LIFEWTR

Solving consumer needs means something different today than it did 10 years ago. We now have apps for absolutely everything, personalized vitamins delivered to our front doors, technology that runs our homes on autopilot and every form of entertainment on demand. It can appear as though consumers’ fundamental needs are more than met. But that isn’t enough for world-wise Gen-Z and millennial changemakers who are eager to be active participants in bettering our world.

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Hannah Forbes is the management consultant, influence strategy at R/GA.