Today’s consumers can be a brand’s biggest advocate, but are unforgiving if they feel a company has broken a promise, according to Wharton’s Americus Reed.

Source: knowledge.wharton.upenn.edu

“Millennials tend to be very socially aware, are prone to be more public about it and they are simply more thoughtful and forward looking about, ‘Why am I here? What am I going to leave behind? How am I going to change the world?’”