In the new era of retail, having the right price and product will only get you so far. That’s what people use Amazon for. To win shopper loyalty, brands must prove to them that they stand for something—and that they align with consumers’ values, beliefs and lifestyles. Rob Garf, VP of Industry Strategy and Insights at Salesforce, breaks down the big trust issue in retail, and how diversity, sustainability, and other issues are rising to the top of retailers’ priorities.