There is no shortage of reasons to rise to the challenge of leveraging your brand’s resources and reach to address the many social challenges we face, from climate change, to environmental degradation, to loss of biodiversity, and beyond. But any sober assessment of whether this is likely to happen must account for the realities that businesses face, whether it’s pressure from Wall Street, a crowded competitive landscape with incumbents and newcomers, or the significant challenge of simply surviving in an increasingly complex and fast-changing marketing landscape. Fortunately, the intersection of shifts in culture, technology, and demographics now means that business is truly incentivized to lead with purpose and to build brands by making a positive impact on the world.

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