Goodwill is one of the most valuable commodities in today's business world-not in the least because it seems to be in such short supply these days. Consumers, millennials especially, have grown cynical. They're tired of dealing with brands that are only interested in selling their products, tired of being treated as walking wallets, and of having ineffective, irrelevant advertisements shoved in their faces wherever they go. They're tired of businesses whose modus operandi seems to be picking on the little guy and laughing all the way to the bank and tired of inauthentic, socially-irresponsible enterprises.