Business owners can no longer afford to ignore or actively disdain millennials. With a projected $1.4 trillion in spending power by 2020, this vital demographic is becoming key for companies of all shapes and sizes. But as a generation that has come up in one of in decades – with the traditional paths to success all but wiped out – they’re an understandably wary bunch. To court these finicky but powerful spenders, businesses must find ways to be honest and transparent, using value-based marketing to develop a true connection between brand and consumer. Capterra Blog, 11/7/17