Dear Brands,

The thrill is gone. In a world of constant global exposure to suffering, hunger, environmental woes, homelessness, war, persecution, things you can’t un-see and realities you can’t un-know, people need to feel justified on how they spend their disposable income. How can someone spend $1500 on a designer handbag and still sleep at night? A handbag by any other name is still a handbag.

What’s important about a brand now is different than it used to be. Is it organic? Is it sustainable? Is it directly contributing to a cause without directly contributing to problems elsewhere? Is it ethical? Is it friendly? Is it likable? Is it a brand we’d want to be friends with? A brand that is in line with our beliefs?

The world is changing, and we, as merchants crying aloud our wares, must evolve accordingly. Millennials are the biggest drivers of this shift, and this savvy group of game-changers is no longer a demographic. These guys are a mindset that has permeated older audiences. They may not be your target now, but they will be, and brands should pay attention.

But don’t panic, everything doesn’t have to be about saving the world. But as brands, we have to be accountable. Are we environmentally, fiscally, ethically and thoughtfully responsible? Are we cutting corners where we should be cutting the crap? If we’re not part of the solution, are we at least making a valiant effort not to be part of the problem?

It’s not enough to just offer products anymore. It’s imperative that brands make a connection by creating a personality that people want to know, be friends with, possibly emulate and maybe even bring home to meet the folks.

Social media is making us evermore accountable. We can talk about buzzwords like “storytelling” and “omnichannel” and “content” all day long, but first we need to change the story. “Business as usual” is simply not working.

On the flip side, social media also affords brands the chance to become human. This is an opportunity for brands to make their editorial content whatever they want it to be. It’s a chance to inspire your audience with relevant stories, to earn their trust through transparency and to foster their loyalty through authentic, two-way conversation. You’re not shoving product down someone’s throat, you’re telling them what you love about your product, what it does for you and above all what it will do for them. There is absolutely nothing wrong with that.

But don’t expect your relationship ROI to be apples to apples with the rest of your marketing efforts. This isn’t about direct sales. This is about building a following, and brands that will prevail will stay the course, keep an eye on the new generation, embrace the value of the unquantifiable and aim for the long run.