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Three North Texas businesses that give back when ‘purpose-based’ shoppers buy gifts Meet the women who run Oluna, OuiPlease and Soap Hope. OuiPlease is a luxury subscription service that encourages customers to reuse their boxes to send needed supplies to Genesis Women s Shelter.(Nitashia Johnson / Nitashia Johnson/Special Contrib) Shoppers are increasingly looking for more from their gift-buying than simply finding the best deal. They want their purchases to stand for something. The National Retail Federation calls them “purpose-based consumers” because they buy products that align with their personal values. NRF and the IBM Institute for Business Value surveyed 18,980 consumers in 29 countries and found that 40% of shoppers are purpose-based. ....