How purpose can drive profit. But what does ‘purpose’ actually mean?

What makes Gen Z tick?

The generation after Millennials, Generation Z – defined as people born from the mid-1990s to the early 2000s – represents a dominant and powerful group.

And given they’re considered to become a larger cohort than both the Baby Boomers and Millennials, brands must increasingly craft an approach that relates to this ‘powerhouse’ consumer group.