In 2018, BlackRock Chairman and CEO, Larry Fink, announced in his letter to CEOs that companies must have a purpose beyond profit or risk being ousted from BlackRock's influential investment portfolio. Arguing that society is increasingly turning to the private sector to address societal challenges, he suggested that without "a sense of purpose," which he defined as a long-term commitment toward positive contributions to society, no company could achieve its full potential (Fink, 2018). In his 2019 letter to CEOs, Fink expanded upon this, suggesting that purpose is the animating force for achieving corporate profits, as purpose "guides culture, provides a framework for consistent decisionmaking, and ultimately, helps sustain long-term financial returns for the shareholders" (Fink, 2019). Indeed, some studies (e.g., Hemerling et al., 2018) have identified a correlation between purpose and long-term financial performance. In his 2022 letter, Fink reiterated his commitment to purpose, suggesting "Customers want to see and hear what you stand for as they increasingly look to do business with companies that share their values" (Fink, 2022). A variety of industry reports (e.g., Edelman, 2021a, 2021b) have found that consumers around the globe, particularly younger generations, expect corporations and top management to take a lead on social issues and indicate that their own purchases are driven by perceived alignment between their beliefs and those espoused by brands. In response to such high-profile calls to action, and the apparent demand from consumers, brands in a wide variety of categories have sought to define, articulate, communicate, and act according to their purpose.