Today, even the smallest businesses can capitalize on the power of digital platforms to better understand their customers’ needs and behaviors, engage with them more effectively, and provide customized offerings. But many of today’s consumers want more. A 2015 Nielsen Global Sustainability Report found that 43% of consumers say that a company’s commitment to social value “very heavily” or “heavily” influenced their purchase decisions. And according to a Cone Communications/Ebiquity survey from the same year, 90% of global consumers would switch brands to one that is associated with a good cause, provided price and quality are equal.