13 The answer is loud and clear: Show your work and share the journey. Seventy-four percent of our consumer respondents tell us they want companies to be more publicly transparent about how they’re responding to current and emerging issues in society. When asked why they are skeptical that brands will achieve their goals, the No. 1 answer was: “Lack of data.” People want companies to take them along on their purpose journey, to show them what happens beyond the pledge, beyond the press release. Yes, that 2030 executive-diversity or net- zero promise is important, but it’s only the first step. Follow-through is essential. Stakeholders want to know what organizations are doing this year, this month, this week. Companies can demonstrate their veracity of initiatives by including stakeholders in the process, providing regular updates with hard data and quantifiable results—even when those results fall short of expectations. Sharing both setbacks and success stories and revealing how they are course-correcting along the way will enable companies to build a partnership with stakeholders. People are rooting for brands to succeed, and they want an up- close view of the progress. “Lack of data” is the No. 1 factor that makes people skeptical that brands will achieve their goals. 13