They might not fall for anything, but they definitely won’t win over consumers who are presently armed with more information than ever before.The big picture: Today, it’s not enough for brands—from fledgling startups to multinational corporations—to just sell goods and services for a profit. They have to take a stand, from supporting Black Lives Matter to championing frontline health workers to saving the world from climate change. You know exactly what I’m talking about. How many times have you heard a brand tell you it’s “there for you” in the last three months? For me, it’s 7 billion, give or take.

While we might perceive an overload of marketing emails touting donations made and support lent, it makes sense from the brands’ perspectives to speak out (sometimes).

Because today more than ever, we’re being faced with a serious proposition: voting with our dollars, even before we can vote with our ballots. And no one should vote uninformed.

So today on Business Casual, I’m speaking with the undisputed branding wizards of the startup scene, Red Antler co-founders Emily Heyward and JB Osborne. Their firm is behind the design and go-to-market strategies for the kinds of companies synonymous with “strong brand,” from Allbirds to Casper.Emily and JB bring a unique perspective to the branding conversation, one typically dominated by pie-in-the-sky musings on consumer psychology and nonsensical acronyms. Their POV? It’s not about playing by rules—it’s about playing by values.And when a brand takes on values and purpose beyond being in the black next quarter, the dollars we feed it take on far more meaning than just lining the pockets of startup founders.So...if you’ve ever thought picking a font and a color scheme was the extent of building a brand, you need to listen to this episode. Check it out now.