There was once a time when marketing was trusted by consumers. However, in the digital age, when information is just a few clicks away, it’s become even more important for brands to be as transparent and honest as possible.
As with many other trends in the beverage industry today, millennials — those aged 21-38 — are a driving force not only in the push for honesty, but also toward social media engagement. This consumer group requires new qualities from the brands they choose to purchase — and transparency is a key component.