As consumers today are faced with countless brands competing for their dollars and loyalty, they are increasingly choosing ones that align with their beliefs. The 2018 Edelman Earned Brand study reveals that nearly two-thirds of consumers around the world now buy on trust, a remarkable increase of 13 points since 2017. These belief-driven buyers will choose, switch, avoid, or boycott a brand based on where it stands on the political or social issues they care about. As consumers seek greater accountability, how can brands create shared value, while also turning a profit? What is the circular economy, and how can sustainability and transparency not only improve bottom lines, but our planet?