Jo Godden, Founder of RubyMoon, discusses how brands can limit their environmental impact worldwide

According to Goldman Sachs, there are around 92 million millennials in the US currently, making them the largest demographic in American history so far. Critically, they are also set to be the most important consumer group yet, with estimates of annual spending projected at around $200 billion by 2017, and $10 trillion over their lifetimes as consumers. With these figures comes the all-important question of how business can best cater to this multi-faceted millennial marketplace—the real questions being what do they value? And therefore, what do they want to spend their money on? The question points us back to sustainability.

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