The SEARCH for PURPOSE Today brands realize that if the business doesn’t change to become relevant and purposeful for the consumer again, it won’t be around in 10 years!!!!!! Defining “brand purpose” has been a common theme for companies. Latest research has found that over 80% of a target audience want to support brands with a clear purpose. “Purpose” is taking on many forms: Brand's purpose could center around kindness and community. IKEA's purpose is having a "net positive" impact on society via the goal of helping people to live better lives while doing it within the limits of protecting the planet and affordability. For other brands the search for purpose even, if they haven't found it

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