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Millennials Driving Brands To Practice Socially Responsible Marketing
By: Forbes
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America is bracing for big changes. As our population gets older, millennials are getting closer and closer to snatching the baton away from Boomers — not to mention the largest transfer of wealth in the history of the world.

How are millennials going to collectively spend that $30 trillion? Nobody’s really sure yet, but one thing is clear: Millennials have distinct values, predilections, habits and fears tied to their earning and spending habits, same as the older generations always did.

Millennials on average are more risk-averse and are less likely to spend money unnecessarily than previous generations. But when millennials do decide to part with their money, key patterns are beginning to emerge. Millennials prefer to do business with corporations and brands with pro-social messages, sustainable manufacturing methods and ethical business standards.

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This article originally appeared on Forbes.com. You'll find a link to the original after the post. www.forbes.com
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