For years one of the key messages in retail was: “Put the customer at the center of everything you do as a Retailer”. A model like this provides the best shopping comfort, special attention and personalized values at a unique segmented price point. This is still valid today but it seems, more and more customers want to take a step further and get something more as customers, such as a common mission they can share with others, to feel the power of a community they are a part of, or to make change.