Social media and the internet have allowed humans to connect with one another across the globe and share ideas, knowledge and a sense of community. This sense of connection, feeling of belonging and deep personal inner fulfillment are the things humans really desire.

To be clear, this is not some lofty utopian dream. It’s simply one of those rare moments in time where technology, opportunity and understanding coalesce into a major leap in human history.

And when we connect with that, when we bring purpose, passion and presence into our work, when we commit to tiny acts of doing-it-differently, and when we intend to create brands, leaders and teams that are integrated on a human level, we create conscious companies; and thus a new wave of consciousness capitalism. Companies that matter, and will matter for years in the future.

Companies are no longer just companies. We imbue them with the characteristics of friends and family—and even enemies. So it’s no

surprise that people now demand businesses and their brands to do more than just make a profit. They expect brands to behave like active citizens and partner with customers, employees, and other stakeholders to co-create a better future.

Raison D’etre

Purpose is the reason why a company or a brand exists. It is the underlying essence that makes a brand relevant and necessary to its customers. Purpose sits firmly at the center of a brand’s vision and informs every business decision. Ultimately, customers choose brands that solve their internal problems, not only their eternal ones. To achieve this means moving beyond external brand touchpoints and siloed social impact programs. Creating purpose tackles company culture, consciousness, customers and ultimately profit: commerce.

The best brand purpose is a vision for the world that you strive to make real every day.