This document discusses how brands can create value for consumers by meeting both emotional and rational needs. It finds that currently, most brand-consumer relationships are one-sided, with consumers contributing information and engagement but feeling they do not receive value in return from brands. The document analyzes consumer research showing people increasingly want brands that are more responsive, transparent, invite greater involvement and participation, and demonstrate real conviction through their actions. By meeting both emotional needs like caring about issues beyond profits as well as rational needs like responsiveness, brands can deliver stronger consumer outcomes like increased purchase, recommendation and defense of the brand.