Most marketers are now aware of the importance of a brand purpose — a clearly defined reason for your brand's existence that goes beyond profits and ROI, has a clear benefit to society, and—at least in theory— provides a framework for every strategic business decision. Being purposeful has enabled TOMS Shoes, Warby Parker, Patagonia, IKEA, and other leading brands to gain a market advantage — and tons of positive buzz — in a business environment defined by a collaboration of social media and social consciousness.