INNOVATION FOR CONSUMERS, Purpose-led innovation translates the WITH CONSUMERS promises a brand stands for into actions Gen Y and Z consumers welcome and tangible outcomes. This type of the chance to participate in co-creation innovation lends credibility and authenticity activities. And they reward companies to purpose. It aligns brands with consumers’ that solicit their ideas. deeply held beliefs. And it creates a sense of belonging that consumers crave. 51% are likely to respond when a company asks them to submit suggestions for a product or service. 65% are more likely to buy something from the company that asks for their input. 8 | GENERATION P(URPOSE)