88% of European current business leaders and 90% of future leaders agree that business should have social purpose; however, while roughly the same number of current leaders (87% or 9 in 10) agree that businesses do have social purpose now, only 19% (or 2 in 10) of future leaders agree on that.

With the rise of environmental education at all levels and social justice movements globally, we all strive to be ethical consumers and eliminate the feeling of guilt. However, many of us are too busy (or lazy) to change our lifestyle and «make the world a better place»—instead, we expect brands to do so, offering us some simple and easy-to-employ patterns of guilt-free consumption.