The business landscape is transforming before our eyes. What began as marketing buzzwords—sustainability, transparency, and brand purpose—have rapidly evolved into essential elements of successful commerce. But why this shift, and what does it mean for the future of retail?

In this illuminating conversation, Scott Benedict welcomes Bryan Welch, a veteran media and brand leader spearheading the Consumer Impact Summit coming to Bentonville this September. Together, they explore how purpose-driven commerce is reshaping consumer expectations and business practices worldwide. Welch offers a fascinating perspective: business as a concept is relatively young—only about 250-300 years old—and has been in a kind of "adolescence" where maximizing profit was the sole priority. Now, as consumers demand more, business is maturing into a more conscious, multifaceted approach.

The discussion reveals how younger generations are fundamentally changing the retail equation. Gen Z and Gen Alpha consumers rarely make purchasing decisions without considering broader impacts, and they're willing to forego products entirely if they believe consumption would harm society or the environment. Meanwhile, digital platforms have democratized access to consumers, allowing purpose-driven brands to share compelling stories directly with their audience. As Welch aptly notes, "Today every company is a media company," and those with authentic missions have particularly powerful stories to tell.

The Consumer Impact Summit (September 16-18 at The Ledger in Bentonville) will bring together approximately 300 attendees and 45 speakers from companies ranging from multinationals to innovative startups. Topics will include sustainable supply chain management, impact-focused financial relationships, innovations in packaging, and more—all centered on the belief that commerce can and should make a positive difference in the world.

Want to be part of the retail revolution that's creating positive change? Join forward-thinking leaders at the Consumer Impact Summit and discover how your business can thrive while making a meaningful impact. Register at https://consumerimpactsummit.com/