Business has to meet growing and more challenging expectations from society. The younger generation of customers especially need to know and understand more about what a company is doing with and for the world and much more besides. In the eyes of younger customers there is a greater global awareness of what is going on in terms of the environment and socially and these customers expect companies they engage with to address these issues. There is a belief among younger people that companies with an agenda that focuses more on environmental and social concerns and better potential companies to work for and they suggest that they would show greater loyalty to their employer where these values are maintained. McKinsey takes a closer look as how companies need to answer the calls of society today.