Keeping Brands Relevant: Digital Media, Millennials and Corporate Responsibility

In the current business environment, many brand managers treat three converging trends - Millennials as a purchasing group, the up-tiering of corporate responsibility (CR) and

the explosion of digital communications - separately, though ample opportunities exist to address these issues together in a unified plan. After all, if brands don't stay

relevant to new audiences (Millennials), or change rules of communication and customer expectations with regards to CR, a crisis could occur and derail the company's growth

strategies.