Consumers today are more engaged than ever before. They expect more from the companies and brands they choose to support, holding them accountable not only for greener practices but also for building a more meaningful future. At the same time, people are overwhelmed by choices, unsure of which actions matter most, and yet increasingly informed about what’s at stake for our planet and society. This session will explore the power of why—the driving force that connects individual actions to shared purpose. By grounding sustainability strategies in authentic meaning, brands can move beyond transactional gestures and inspire trust, loyalty, and advocacy. Attendees will gain insights into why purpose-driven leadership matters now more than ever, how to translate corporate commitments into clear signals for consumers, and how to help people move from confusion to confidence in their sustainable choices for a meaningful future.