Consumers are increasingly telling firms that they want to buy from companies that do good, companies that give them a sense of purpose. But do we really know what consumers want when they seek meaning from the marketplace? Even though consumers clearly use consumption to derive meaning, and even though firms clearly try to appeal to this motive, the pursuit of meaning has received scant attention from marketing scholars, especially in relation to its fraternal twin the pursuit of pleasure. In this talk, I will review an ongoing research program which has sought to uncover how the pursuit of meaning affects basic decision processes that consumers use to navigate the marketplace. Drawing from recently published articles and working papers, I will explore how the pursuit of meaning in the marketplace has important implications for consumer choice, consumer well-being, and marketing practice.