Millennials crave authenticity and don’t settle for mediocre companies.

That’s according to a recent Vision Critical report, “The Everything Guide To Millennials,” which found that when it comes to retail, millennials trust big retail brands the most, more than other adult groups do. Twenty-three percent of millennials said they are very trusting of popular retail brands, compared to 5 percent of Gen X consumers and 1 percent of baby boomers.

Read more at Sourcing Journal.

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