39% of US millennials are cynical about brands that support charity

A large proportion of consumers aged between 18-34 believe that beauty brands that support charities are trying to make themselves look better

Charitable partnerships, donations and campaigns are becoming an increasingly popular way for beauty brands to show that they care about the bigger issues in life.

However, it appears wearing your heart on your sleeve in business might not be the best way to garner popularity with your consumers.

According to new Mintel data, 39% of millennials aged between 18-34 are cynical when it comes to . . .

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