The challenge with millennials (myself being one of them) is that they would rather work less and have more experience than work consistently hard for money. The age of corporate neutrality has ended for reasons that may not only be the millennials but also a general change in peoples attitudes that the world needs to be a better place and corporates need to stop being uncaring sycophants to profit. They need to do more. That being said it is clear that millennials are changing corporate DNA most specifically in how they contribute to society. For corporates it is now riskier to be neutral than to take a stance.
The population is tired of corporate greed and fashion brands including Gucci, Burberry, Balenciaga and Lacoste have caught on to this trend using their platforms to “do good” and “give back”. The question is, do these brands sincerely commit to a new strategy of doing good and sustainability or are they simply latching on to a current trend that feels right to seduce the millennial in a very superficial way. So what is the motivation behind this new approach? As a brand’s survival depends on how it maintains its relevance.