Millennials support brands that "that demonstrate one or more of their values."
This means that brands can win millennial parents' trust, especially millennial moms', by building off of social values that millennials care about while fulfilling the parents' needs. Examples of such values include sustainability, ethical sourcing, etc.
An example of this is Target's Cartwheel app, where "you download Cartwheel onto your phone, add coupons to your cart while you shop in-store, and then scan a barcode at checkout that processes all your savings at once."
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