Are Companies Really Being 'Nice' If They Expect Customer Loyalty In Return?

When you're nice, you're doing it just because.

USA Today says in this story that big companies, from “McDonald’s to Etsy,” have gotten the message that if they’re going to attract the coveted millennial audience, they’re going to have to be “nice.” Max Wolf of Manhattan Venture Partners tells the paper that these younger customers will “quickly turn away” from a company they don’t respect, prompting steps like McD’s recent pay raise for 90,000 workers.

There’s also the desire to attract quality workers, which McDonald’s CEO Steve Easterbrook cited when

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