The case for brands defined by a purpose beyond the owner’s pockets is obvious to some, criticized by others. The link between belief systems of organizations and the developments in terms of financial performance is hard to make, but some studies prove the connection between companies that have a well-defined purpose and a high rate of growth, earnings, human performance, ability of innovation and more. Others are pointing to the fact that younger generations are demanding goods and services from brands who serve society and the planet. And guess who the next generation of leaders want to work for? Brands who are focused on making a positive impact while creating better business.