Gens Y and Z demand fidelity of purpose more than all other generations Figure 1: % of consumers who believe these fidelity factors make doing business with companies that exhibit them more relevant and attractive FIDELITY FACTORS (a select list) Consumers ages 18-39 Consumers ages 40+ Sourcing services and materials in highly ethical ways 63% 58% Supporting and acting upon societal and cultural causes I believe in 57% 45% Providing credible “green” credentials, minimizing harm on environment, investing in sustainability 53% 46% Proactively sharing information about how they do business 49% 41% Having leaders that proactively take stands on issues 48% 39% Making me feel part of something bigger and connecting people around common causes or beliefs 46% 34% Regularly reporting on actions to deliver against their promises 46% 38% Taking political stances on issues 45% 32% 5 | GENERATION P(URPOSE)