Globally, 94% of consumers said it is important that the companies they engage with have a strong purpose and will even avoid shopping from those who do not. And so, brands are scrambling to get on the bandwagon with strategies, campaigns and mission statements that create deeper meaning and purpose that appeals to the value-based shopper. But is it always authentic? In this panel, the thought leaders behind global, mission-driven brands, who historically have used their companies as a force for good will tackle the topic of “purpose-washing” and share their visions for what taking true action looks like and how businesses, small and large, alongside consumers, can each take steps to build and support authentic brands.