Millennial customers will soon be the major spending power in the US. Born approximately between 1980 and 2000, they make up the largest generation in the US. More than ever before, this generation is imprinting their moral and ethical beliefs upon the decisions they make regarding purchases, employment opportunities, and professional relationships. Millennials choose to support businesses only when those businesses share their common values. Many have seen the benefit (Toms, Warby Parker, Better World Books, etc.), while many have suffered as a result of their differing practices. Now, companies can be pro-environment or pro-people on paper, but the opposite in action. Millennials don't take long to discover the validity of a company's charitable claims.Read More
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