Subscribe to Entrepreneur for $5

This New Report Identifies Key Trends for Purpose-Driven Brands

The teams behind the "Future of Good" report share why good business is the future of business.

Opinions expressed by Entrepreneur contributors are their own.

Through their first collaboration, the teams behind Light Years and Conspiracy of Love have come together to launch a new report, which identifies key trends to watch for purpose-driven brands. Lucie Greene of Light Years and Bobby Jones of Conspiracy of Love sat down with Jessica Abo to share more.

Jessica Abo: What inspired your companies to create this report?

Bobby Jones: We know, and we've seen so much evidence that purpose is the future of business, but the two biggest questions that most business leaders have are how will purpose shape the future of business and what can we do about it today? We look at the future of business and culture through these six macro themes, which include civic and society, radical inclusivity, universal wellbeing, sustainable futures, community connections, good culture, as well as moonshots. And through those lenses, we begin to paint a picture of what the future is going to look like and how purpose and business and culture is going to shape those things. What businesses and business leaders can do about that. And what are the implications of these trends that they could begin to adapt in the way that they operate and create in the way that they lead in the way that they work with purpose within their organizations.

Why did you want to create this report right now?

Jones: We're seeing businesses that are so inspired right now to be part of this shift to purpose. We know that consumers are more than ever demanding that the brands, the businesses they support be purpose-driven. We know employees want to work with purpose and they want to lend their talents to organizations that are purpose-driven. And we know that investors are looking for businesses that are actually solving problems in society in ways that are creating a better and more just and sustainable world.

Lucie, what do you think brands should take away from this report?

Lucie Greene: There's never been a greater expectation of brands to take on audacious problems. So during the pandemic, that's only increased, 75% of consumers, according to Wunderman Thompson data, recently said that the pandemic had really transformed what they expect from brands on this front to really tackle climate change and meaningful societal and justice issues. And that's really only going to continue when you think about Gen Zs, the next youth cohort. Stuff that was seen as novel or a virtue, or a retrofit for brands even in some cases, is basically table stakes. They expect all the brands they consume to be sustainable, to be radically inclusive, to take on bold issues and be very proactive. And so really those expectations of brands are only going to continue as consumers, but also from a talent point of view.

Bobby, how do you think this report can help brands be activists? 

Jones: One, it helps brands understand the new rules of engagement, particularly within this space. So for example, you see a lot of brands that are moving from charity to solidarity. So instead of just donating time and money, how do you actually identify the communities and the consumer groups within these issues that you want to support and how do you actually help empower and invest in them and give them the resources that they need, to create the solutions that they want to create? The second thing that we do is provide case studies. So there are over 200 examples of the brands, creators, and innovators who are shaping the face of purpose-driven business. And through those case studies, you can see a wide spectrum of ways that you as a business can begin to think about how you show up, the stories that you tell, and the products that you create. We also show impact models that you can be part of, as well as different partnership models that can fit your business in truly authentic, ownable and credible ways that meet not only your business goals but also your impact goals as well.

Greene: There's increasingly this idea that problems are not singular, they are interconnected. So, wellbeing and health are also connected to social and racial injustices, but also connected to sustainability. So problems are sort of interconnected ecosystems. So don't think of things in silos.

How do you think this report helps brands improve the way they hire?

Greene: Purpose has become central to the motivations and aspirations of people, not just as consumers, but within their career. They're looking to companies to facilitate them to give back to the communities. And they're looking for companies to have value systems. They're looking to work at diverse companies where they work alongside diverse teams with diverse perspectives and with a broader sense of equity and ethics and companies that just really know what they stand for. So it's a 360 atmosphere where purpose and living the talk or walking the talk is more important than ever to retain and attract talent in tomorrow's world.

Is there a theme or takeaway from this report that excites you the most?

Jones: I think the one that excites me the most is this idea of radical inclusivity in how it was being expressed, not only in the physical world, through more innovative ways of diverse hiring, building diverse workforces, to building diverse teams, but also that there are people who are really thinking about how do we actually bring in systems of inclusion, inequity, and diversity into the AI, virtual worlds, and metaverses as well. It's such an easy thing to take some of the inequalities and injustices that exist in the physical world and just bring them over into a virtual world, whether consciously or unconsciously. So I am encouraged by the idea that there are people that are really thinking about that, and are passionate about building systems within these virtual spaces to make sure that people are represented. I think it is a really important takeaway in terms of realizing how these past few years have created both an urgency, not only the way that we see the world in a physical form but also all the ways that we imagine connectivity and whether it's in a virtual, social or physical world moving forward.

Where can people go who want to read the full report?

Jones: To read the full report, go to We invite you to check it out and we invite you to reach out to us with any questions that you have.


This Entrepreneur Believes the 9-to-5 Work Week Is Dead. So She Created a Platform That Matches Talent With Project-Based Work.

The founder of NuuWork shares how her company will help people navigate the future of project-based employment.

How This Company Is Helping Ecommerce Brands Scale and Grow

The co-founder of 8fig shares how his platform is helping online sellers plan and execute their growth around their supply-chain needs.

Eitan Bernath on Becoming a Teenage Food Entrepreneur and Social Media Star

In-depth interview with cookbook author, food personality, and content creator Eitan Bernath about starting an entertainment career as a child, teaming up with Drew Barrymore, and building an inspirational business empire before his 20th birthday.

Ask Marc: Netflix Co-Founder Marc Randolph on Facing Challenges, Bringing on Co-Founders and Growth

In this episode of our new series 'Ask Marc,' the serial entrepreneur and mentor offers advice on how to get started.

3 Science-Backed Ways to Break Bad Habits

Become powerfully productive with these three patterns.

Meet the Co-Founders Making Conscious Shopping Easier

Goodbuy's Cara Oppenheimer and Cary Telander Fortin share how their browser extension helps consumers buy products with both their wallets and values front of mind.

Nina Manchev of Forte Tapas on Engaging Customers with Social Video

Interview with Forte Tapas owner and entrepreneur Nina Manchev about connecting with social media, learning to be confident on video, and appearing on Diners, Drive-ins, and Dives.

This CEO Believes We Need More Women In Crypto

Jaime Leverton, head of NASDAQ-listed Hut 8 Mining Corp., talks the future of digital currency with 'Entrepreneur.'

How to Create Your Path to Profit

Financial expert and author Michelle Jacobik is on a mission to help people be profitable, so she created the EnVision + Thrive Academy. She shares her journey to success, business tips and what you'll learn in her new book.

Toast CEO Chris Comparato on Why Restaurants Need a Tech Partner That Cares

Interview with Toast CEO Chris Comparato about leading with the customer in mind, having a digital-first mentality, and how technology like Toast is helping restaurants thrive.

The Science of Visualization: Maximizing Your Brain's Potential

In this video, we discuss why visualization is so effective and offer four tips to harness it.

How One Company Is Creating a New Financial System to Help Today's Workforce

The founder and CEO of DailyPay shares how his company is creating a new financial system to help today's employees get paid faster.

Ask Marc: Netflix Co-Founder Marc Randolph on Staying Motivated, Morning Routines and Setting Priorities

In this new installment of our 'Ask Marc!' video series, Marc Randolph offers inspiration and insights to new entrepreneurs.

How Tech Entrepreneur Angela Homsi Leverages Sustainable Innovation to Bridge Global Boundaries

Born between two worlds, the Ignite Power founder is helping ensure universal access to essential services.

Stratis Morfogen on Using Disruptive Technology to Improve Hospitality

Interview with Brooklyn Dumpling Shop Co-Founder Stratis Morfogen about using new technology at the Brooklyn Dumpling Shop and his other creative dining concepts, and how to be disruptive to improve hospitality.

Discover Entrepreneur Series

Whether you need advice on how to get your business off the ground or you’re just looking for inspiration, our video series have something for everyone. Browse our library below to find a series that speaks to you and your interests.

  • An original series streaming weekly where you can Click-to-Invest while you watch. THEIR JOURNEY. Your decision.
  • Your favorite pitch show is back with new entrepreneurs pitching Entrepreneur's investors.
  • Host Nicole Walters interviews small business founders to discuss their unique challenges and experiences running and growing a business. 
  • How many times have you been told “that will never work”? Probably not as often as Netflix co-founder Marc Randolph. The veteran Silicon Valley entrepreneur provides a healthy dose of humor, and actionable advice that will benefit founders - and would-be founders - at every stage of their business journey.
  • Jessica Abo covers the causes people care about, the powerful work they do and how they got to where they are in the first place.
  • Bestselling author, Ben Angel, takes his audience on a journey into the entrepreneurial mind to uncover why we do what we do through his powerful short films and educational videos so you can unleash your ideas and potential.