The Importance of Purpose Marketing

There has been some survey evidence of suggesting purpose marketing isn't necessarily getting through to people. Do you see any evidence that Gen Z is less concerned about brand social consciousness than the same cohort was five years earlier? I think there are three for me, three pillars in a way, three conditions for purpose really to drive your growth. The first one is it needs to be linked to your business. If you don't do it authentically, it's not going to cut through. It cannot be just a campaign and then you don't follow up with that campaign with actions.