4 4 Respondents say only about half of companies that have made purpose commitments are delivering on those commitments. In the face of economic constraints, the top things people say brands must continue to invest in are employee well-being, providing income and employment opportunities, and access to health care. Lack of data and data-driven goals is the No. 1 reason people become skeptical of brands achieving their values-led commitments. In 2022, people prefer brands place greater emphasis on practical values-led goals over ambitious ones, with an ideal balance of 59% practical goals to 41% ambitious ones. Cost of living is the No. 1 area where brands must accelerate their efforts on behalf of both customers and employees. 74% of people say brands should be transparent when informing the public about the actions they’re taking in response to current and emerging issues in society. “Purpose patrons”—brands’ most loyal supporters—believe this the most strongly. Key Findings