Why It Is Important Your business is no longer solely defined by the products or services you sell. Businesses have an obligation to uphold ethical standards and be socially responsible. Consumers are cautious of where they spend, and employees are cautious of where they work. People want to see your response as a business to movements such as #MeToo, the global pandemic, and Black Lives Matter. Your brand messaging, voice, and actions will largely impact whether someone will choose to work with or for you.