Purpose matters, particularly to younger generations. In a recent survey of millennials by Deloitte, almost 87% of them said: The success of business should be measured in terms of more than just its financial performance, and when asked what the primary purpose of businesses should be - 63% more of them said improving society than said generating profit.
Younger generations are putting their money where their beliefs are. In its report  “Impact Investing: at a Tipping Point? ” independent public charity, Fidelity Charitable found in its survey of affluent philanthropic individuals that 77% of millennials and 72% of Gen-Xers have made some sort of impact investments, that means in companies deemed socially responsible.
Doing good has become a global movement. Philanthropy expert Pamela Norley and Corporate Social Responsibility consultant Toby Usnik describe the new civic age. WEALTHTRACK #1536 broadcast on February 22, 2019.

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