6 The past few years have been filled with social upheaval and challenges to the world order. Amid so much tumult, it can be challenging for brands to determine where to focus. When (and how) does a company act, and when does it stay silent? The good news: Brands don’t have to speak out or act on every hot topic that hits the headlines—or even most of them. In both WE’s 2021 and 2022 Brands in Motion studies, about 70% of respondents said they prefer that companies focus their multiyear investments on a single cause, rather than support a different issue every year. People most want companies to take ownership of the issues related to their organizations’ core operations— that is, the places where they have direct influence and control—such as how they run their organizations, and how they’re helping employees navigate challenging times. For example, WE asked people where companies need to step up their efforts. Where do they need to work harder on behalf of employees and consumers? Not surprisingly, cost of living was at the top of the list for both groups. People are feeling pain at the gas pump, the supermarket checkout line and everywhere else. And they expect brands to be conscious of external pressure points, if not able to help directly. The Pocketbook Pressure Point Cost of living is the No. 1 area where brands should take more a ction—on behalf of both their employees and their customers. Where do brands need to show more responsibility on behalf of their employees? 1. Cost of living 2. Income opportunity/employment 3. Access to mental health resources Where do brands need to show more responsibility on behalf of their customers? 1. Cost of living 2. Access to healthcare 3. Access to mental health resources