The future is bright, as consumers will not only look for products that fulfil their needs and expectations as individuals, but that allow them to create a better world. Looking into the latest report of Havas and the latest report of trends by Trendwatching, it is high time to revisit the purpose and branding of companies so it conveys with clarity the aspirations of 73% of consumers who wish brands and companies were doing more that just looking for profits. Avoiding taking into account these aspirations is not an option for winning business as 53% of consumers say they actively avoid consuming from companies that have a negative environmental or social impact. It is the perfect time to look for a higher purpose that fulfills consumers' aspirations and boosts employees engagement.