Study: Millennials want honesty and humility out of brands

Young adults are most motivated by the desire for connection and community, a recent McCann Worldgroup survey of 7,000 people age 16 to 30 in seven countries found.

“If we want to truly grasp the power of connection for this generation, we can look at how they want to be remembered,” the report states. “It is not for their beauty, their power or their influence, but simply for the quality of their human relationships and their ability to look after those around them.”