Millenials have over $170 billion worth of purchasing power every year. That is a big piece of the pie that many companies are fighting over. Like every audience, marketers are challenged to build a brand around the attributes that matter most to that particular demographic. In the case of millenials, a brand that is trustworthy is the most important.

I would be curious to know what exactly brands should and should not do to appear trustworthy, beyond, of course, staying out of highly publicized scandals such as fraud and data breaches. Might this include incorporating green and sustainable business practices into their operations?