Millennials require transparency. A generation that came of age with information at their fingertips, they are reshaping the way brands communicate their values, their product’s benefits, and even their supply chains. From food to politics, healthcare, and employment, millennials’ “Self, Society, and Planet” ethos drives them to understand how their purchasing decisions impact themselves, their communities, and the environment.
This requires brands to communicate in new ways. Either they embrace transparency and authenticity and retain control of their narrative, or they drive consumers to third-party sources of information that may or may not present them in a positive light. Either they communicate directly with consumers on social media or they are talked about without a seat at the table.
These brands have responded proactively to millennial consumers’ desire for transparency and created success as a result: