Brands must have a point of view on that purposeful engagement whether it's directed towards the environment poverty water as a resource or causes such as breast cancer or education. Merely declaring your commitment to a category or cause will not be enough the distinguish your brand sufficiently to see a return on these well-intended efforts.
When you are older you will understand how precious little things seemingly of no value in themselves can be loved and prized above all price when they convey the love and thoughtfulness of a good heart.