Recent studies show that over 60% of consumers now identify themselves as belief-driven buyers. Choosing brands that mirror their own personal values. Willing to ditch, yes even boycott you, based on the stand you’re taking. Or the lack of such. And it no longer is one market or one group. It spans all ages, all incomes, all markets.

Your customers and employees have decided to sit down and dig deep a good long while ago. They’re crystal clear on what’s important in their lives. What they’re standing for. What change in the world they want to see. And where they expect you as a brand to raise your voice.

If you’re not ready to show up with love and care, don’t expect your customers to love and care about you. If you can’t name your values, don’t count on your employees to live into them. If you still believe “money makes the world go ‘round” is what motivates people, don’t be surprised, if your team members swipe left and turn ‘round.

These people are looking for a long-lasting love story. And if they find out that you’re not the real deal. Someone who talks the talk but isn’t willing to walk the talk. They leave. Or worse. Don’t even consider you in the first place.