Brands that harnessed the power of purpose in 2020 It's no secret that 2020 was one of the most challenging years in modern history. According to the Global Web Index' Connecting the Dots 2021 Report, the Covid-19 pandemic was a baptism by fire for many brands, testing purpose-driven commitments to the limit in a time when consumers needed them the most. Angela Northover, head of content at Eclipse CommunicationsIt forced brands to think and act differently, adapting to the changing consumer landscape to remain relevant, leading with action and social responsibility. Brands needed to impart a sense of empathy, authenticity and transparency in all they did, and be attuned to why they exist and who they serve. Consumers care now more than ever, and so should brands.