The demands of these times can often feel overwhelming, but pressure is what drives change. It makes us stronger, more resilient and more able to help create a better world. People believe that brands are helping create that better world, but they need to see the proof. Now is the time for companies to make it happen, make it matter, make it real. In both 2021 and 2022, about 80% of Brands in Motion respondents agreed that during times of high social division, businesses and organizations have a moral obligation to help bridge differences. The public is pressuring brands to step up and take meaningful action because they believe companies are up to the task, and because they are under tremendous pressure themselves. They understand that addressing the big-picture issues is not only important in the abstract but also to their own lives. They see the impact that a distant war has on their gas bill, or how a virus on the other side of the world can radically change the way they live, play and work. People understand that addressing the big-picture issues is not only important in the abstract but also to their own lives. 25