What’s next • It’s unclear which markets this trend will most affect and when, but personalpurpose-seeking is on the rise. pect to hear more about ethical anxiety • We ex as we navigate trade-offs betweencompeting ethical demands and our own wants and desires. erational shift. A preference for • This is not a gen products, services and work with personal purpose will be just as likely from people intheir sixties and seventies as by teens or the middle- MORE TO EXPLORE aged. This is a rapidly growing market opportunity. • We will need to link cu stomer and employee experience much more closely than everbefore.