Consumers are increasingly demanding that brands pursue a social mission and add meaning to our lives. It is no longer enough for brands to claim that they deliver an affordable product responsibly. They must have a point of view on the company’s role in society, and a clear and authentic strategy to engage its consumers around that vision. Younger consumers relentlessly pursue authenticity and agency; they are more informed, more engaged, and increasingly skeptical of cause marketing. This Stanford Social Innovation Review article by Justin Stokes and Dominik Prinz highlights strategies for effectively engaging the new consumer—and four brands that are doing it right.