In the absence of religion and other community belonging, consumers yearn to find the brands they can use as signals for identity curation and kinship – signaling to other Glossier or Stanley cup girls that no actually, we’re the same. Brands do this signaling implicitly (owning Aesop hand soap reveals something about you - well-to-do, metropolitan... See more

The innovators in this report say yes, not just possible, but necessary. They speak to millennials asfriends, offering positive and practical advice through clean and personable websites. They encouragean ethos of care for self and others and a mindset of abundance. They argue, explicitly or implicitly, thateach person is a change maker with the op... See more