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It’s been said again and again that millennials want to buy from brands that are authentic and do more than just concentrate on making money. Turns out millennials aren’t the only consumers who think this way.
According to Cohn & Wolfe’s 2017 Authentic Brand study consumers across the board value brands that are authentic. Globally, 91 percent of consumers said they are willing to reward a brand for its authenticity by recommending the brand to friends or buying the product.