Company purpose has mainstreamed its way into management vernacular, and with plenty of good reason. Evidence from across industry sectors has proven that genuinely purpose-driven organizations outperform their non-purpose-driven competitors on critical metrics. For example, brands that have a clear commitment to improving their customers’ quality of life outperform the stock market by 120%, and over the last decade, purpose-driven brands have seen their valuation skyrocket by 175%. In one study of 28 companies over a 17-year period, purpose-driven companies grew by 1,681% in comparison with the S&P 500 average of 118% over the same span. Even more compellingly, 77% of consumers feel a stronger connection to purpose-driven companies over traditional companies, and 66% of consumers would switch from a product they typically buy to a new product from a purpose-driven company.