Flight topurpose Brands today are facing intense pressure to stand for something bigger than the products and services they sell. Today, eight in 10 consumers say purpose is at least as important to them as CX. At the same time, brands are also 60% expected to emphasize certain values, such as sustainability, and show their commitment to both purpose and values via Around 60% of leading the experiences they offercustomers. Recognition that a brand’s vision and commitment to companies (versus around improving the quality and equality of human lives can play a 30% of their peers) say that critical role in its growth is the foundation of a BX approach. they need to stand for something bigger than the products and services they sell and that they expect to always seek the best outcomes for theircustomers. GENERATION PURPOSE