Our mother was a very religious and observant Jew our father less so. She was kind of driving the religious education so for us it was more a burden and an obligation when we were kids at that age.
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.