The relationship between younger generations and businesses goes deeper than general disdain and distrust. Millennials said they start and stop relationships with companies based on the companies’ positive or negative impacts on society. For example, 42% of respondents said they have started/deepened business relationships if they perceive the company has products that positively impact the environment/society. And 38% said they stopped/lessened those relationships if a business has products/services that negatively impact the environment/society. Similarly, 36% have said that they started/deepened a relationship because of a company’s ethical behavior, and 37% said they would stop/lessen because of its ethical behavior.
Source: eMarketer