021 WHAT MILLENNIALS WANT M ILLENNIALS ARE A sought-after demographic for retailers. New Yorkbased Morning Consult recently released a report that examines how the values and ethics of Millennials shape their consumer choices and what brands they admire the most. Based on more than 2,000 interviews, one finding said that Millennials are less likely to care about "American Made." Nearly four in 10 (39 percent) of Millennials said they would like a company much more if they made their goods in America, compared with 58 percent of Baby Boomers who said the same. Treating employees well is key for Millennials. Fifty-one percent said that they would like a company more if they paid employees well, and 40 percent said they would like a company more if it was known to be a place people liked to work. Just 25 percent of Millennials said they buy goods or services from companies even though they are aware the company has labor practices they don't support. Millennials also have a strong affinity for tech brands. The top five of the most-loved brands among young adults are tech companies-YouTube, Google, Netflix, Amazon and Sony. To see the entire report, go to morningconsult.com. - Michelle M. Havich The MOST LOVED BRANDS among young adults, ordered by net favorability: 1. 82% 6. 71% (tie) 2. 81% 3. 80% 71% 8. 69% (tie) 4. 74% 5. 72% 69% 10. 68% UPS logo by 360B/SHUTTERSTOCKhttp://www.morningconsult.com http://bnind.com http://bnind.com http://bnind.com