Articulating (or re-articulating) brand purpose and what a brand stands for is more important than ever. Consumers care deeply about transparency and want to understand the working practices, conditions and philosophies of the brands they support. Additionally, there is an increasing need to make digital experiences more human. The accelerated digitization of people’s lives (work, church, doctor, yoga, friends/family, etc.) means brands who can communicate with empathy, authenticity and elevate a human experience will have greater appeal.