The document discusses customer disengagement from brands. It notes that most people would not care if 74% of brands disappeared and only 20% of brands meaningfully improve people's well-being. The document identifies 7 "deadly sins" brands commit that contribute to disengagement, such as being out of favor with customers, interrupting them rudely, having poor timing, and failing to provide a connected customer experience. It concludes that brands focused on purpose, principles and participation outperform others financially and in business.