Aria Finger, CEO of the world's largest digital platform focused exclusively on young people and activism, teaches you how to connect with the coveted younger audience who choose to buy from brands that make a positive impact on their employees and the planet.

Young people have more buying power than any generation that has come before them, and these young people want to know that the brands they give their money stand for something that they believe in. In fact, in just the first month of the COVID crisis in the US, over 2/3 of young people said that they wanted brands to tell them exactly how they were taking care of their employees, not to mention how they were positively contributing to crisis relief.

Harnessing her own expertise, her organization DoSomething's 25+ years of proprietary data, and her interviews with numerous CEOs and CMOs of Fortune 500 companies and unicorn tech start-ups, Aria Finger has developed five rules for engaging, inspiring, and activating young people in the market, workplace, school, and wherever else you're trying to reach them.

In The Right Way to Do Good, Aria:

• Shows how each rule works in real-life situations.
• Gives readers the tools they need to implement the five rules in their own companies and non-profit organizations.
• Maps a path for leaders and their organizations to better understand young people, succeed in connecting with them, and converting them into advocates for your brand.

By following the five rules outlined in these pages, marketers will have the tools they need to implement successful brand campaigns and avoid the pitfalls many companies have faced when combining activism and marketing.