If purpose-driven consumers are likely to pay a premium for products that align with their priorities, what does this imply for companies competing as cost leaders? A growing segment of the population making Answer 5 brand-driven, product-driven, purpose-driven, value-driven choices means that other factors, such as Answer 6 cost, prices, sustainability, value, will make a difference in purchasing decisions. Competing strictly on Answer 7 costdifferentiationpurpose may not result in increased market share in the future.