Millennials and Gen-Z want to buy products and services that reflect their beliefs.

According to 5Ws 2020 Consumer Culture Report, 83 percent of millennials say that it’s important for the companies they buy from to align with their beliefs and values, and 76 percent of 18–34 year-olds like when the CEOs of companies they buy from speak out on issues they care for.

This doesn’t just apply to large corporations. If you are in the business of selling something, your leadership now extends beyond the LLC.