German consumers increasingly prioritize companies' ethical values and authenticity in their purchasing decisions. 58% of German consumers and 72% of Generation Z say their purchase decisions are driven by a company's values and authenticity. Consumers also see themselves as stakeholders who can influence companies' stances on issues. 64% of German consumers believe their actions can shape company policies. Companies are expected to be transparent about what they stand for in their words and actions. Those that do not risk losing customers, as 52% of disappointed German consumers will criticize brands and 43% will stop purchasing from them. The report concludes that developing a clear sense of purpose has become essential for companies to differentiate themselves and build competitive advantage.