To find out more about the subreddit community that collects and shares examples of good design, Bored Panda reached out to its moderator Dale. He explained that the subreddit was first created as an offshoot of another subreddit with a similar name.

“It was created for the purpose of celebrating the effort made by companies and organizations that are directly for the benefit of the consumer. Particularly those efforts that may be at their expense.” Meanwhile, the sub has grown fairly strictly along these lines ever since. Dale also said that the community members celebrate good design and environmentally friendly decisions made by these groups.

“This may include things like the ability to turn off ads for free on free apps. Or, articles or videos that include the answer to questions before the content (such as in the title) as a kind of anti-clickbait. Our sub icon Adam Neely is a YouTuber and a great example of this.”

The community currently has over 160k members that make up “a diverse crowd with a common goal to celebrate and spread the news of good companies and organizations with consumer-friendly practices. It has been gaining traction and the subreddit has been growing steadily since its inception,” the moderator added.

Dale believes that companies these days are moving further in two opposite directions. “Some companies are becoming more ethical, caring and thoughtful towards their consumers, doing what is right and being rewarded through the growing mindset of being an ethical consumer.”

However, “There are also companies that are prioritizing fast profit over everything else and, as a result, will be gracing the front page of our sister subreddit.” “I think more and more, as time goes on, companies need to be mindful of which side they will choose when it comes to developing their brand,” he added.

Dale believes that communities such as their subreddit are vital to spread the word and shed light on these virtuous business practices. “Being nice is its own reward. However, if subreddits like ours can help boost these companies, then all the better.”

The moderator added that companies should be rewarded for ethical and kind decisions. “There does not need to be a financial loss for kindness. Money spent on good design can pay dividends in this brave new global economy.”

Designs that we see on the top shelves at supermarkets or on the top line in our internet browser have changed beyond recognition in the past decades. Previously, they all served a lone purpose to sell, whatever it took. From bright colors to deceptive packaging, nothing used to be off limits.

But millennials are now driving brands to practice socially responsible and user-friendly design. Not only are they less likely to spend their hard-earned money on things they don’t really need to compare with previous generations, they also expect much more from the brand than the thing they’re buying.

It turns out that millennials prefer to do business with brands that have prosocial messages, ethical standards, and sustainable methods. Not only do they expect companies to be transparent in their manufacturing processes, they also deeply care about them being socially responsible.

This is partly because, in the past decade, the things we consume, buy, and wear have become silent messages we give out to people. Every brand label may speak volumes, and millennials are not risking putting on a jacket just because it’s cold outside when they know very well that it’s produced in sweat shops in third-world countries.

Consider that typical millennials and the following generations are much less susceptible to “traditional” marketing techniques, such as the television commercial and the billboard. It’s because their hectic lifestyles have taught them to value their time and choose wisely where to eat, what to wear, and how to spend their evening.

Moreover, surrounded by a capitalist boom in early childhood, millennials grew immune to obtrusive marketing, which is mainly self-interested. These days, they expect brands to be open and communicative about how they operate in the world and to seek incremental and positive social change.

The key term is “corporate social responsibility,” which, according to Forbes, embodies 4 major qualities that millennials look for in companies these days. First, they want companies to be actively invested in the betterment of society and the solution of social problems. Second, they want companies that prioritize “making an impact” on the world around them.

Third, they want companies to be open and honest about their efforts—and to be public about their pro-social initiatives. And lastly, millennials want companies to involve their customers in their good works. An opportunity to give back to people is something inherently millennial, and shows how every effort from the brand’s point of view really matters.