Millennials are nobody’s fools. If you say your cheesesteak is grass-fed and your fries are hand-cut from local potatoes, be prepared to back it up. And it’s not just Generation Y who is watching you—consumers from every generation are savvier—and more skeptical—about marketing claims. “Today’s buyers are very familiar with communication, media and digital technologies—meaning they can sniff out fakery from a mile away,” according to a ...

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