- The Drum, Wednesday, September 17, 2014 6:37 AM
Around 52 per cent of UK millennials think that brands have the potential to be a force for good, this despite 40 per cent having a negative attitude towards the way brands communicate with them,
according to new research by Initiative (an Interpublic Group agency). Over half of millennials said they would be more loyal to brands that helped improve societal or ecological issues (54 per
cent), while 59 per cent feel brands should actively participate to improve causes.
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