2 ultimately delivering on their long- term goals. Respondents to WE Communications’ 2022 Brands in Motion say that only about half of global companies that have made values-led commitments are delivering results. Companies know that purpose matters, and they want to make a difference. Now, they need new tools to show that their commitment is real and their actions will have true, lasting impact. This will take a balancing act. Despite mounting pressures, companies must stay the course on their long- term plans to address larger societal issues, such as social injustice and climate change. People support such initiatives, and indeed they continue to see business as one of the most important institutions for driving positive change. But they will no longer take these commitments on faith. In 2022, they expect frequent updates, clear metrics and proof of real progress. Belief is tied to the transparency of the journey. People don’t expect perfection, but they do want progress. They don’t need brands to solve every problem, but they do need them to own the ones they take on. They don’t need brands to be superheroes, they just need them to be real. The net result? Brand purpose is facing a pressure test. But this is good news for companies willing to meet this moment. WE’s 2022 findings present a clarion call for companies to speak out and act now on their chosen causes while continuing to strengthen their legacies for the long haul. When it comes to breaking through on both a micro and macro level, the message is clear: Make it happen, make it matter, make it real. Companies brave enough to take stakeholders on their entire purpose journey, sharing both progress and setbacks, will earn their respect and keep them on board—even when they don’t achieve all they’d hoped. Those companies will gain market share and attract talent in the years ahead. People don’t expect perfection, but they do want progress.