A startup has become a ‘shining example’ of how Millennials support brands that give back.

A startup has become a ‘shining example’ of how Millennials support brands that give back. Love Your Melon originally started as class project by two college students to donate hats (and funds) to children fighting cancer. After selling out of 200 buy-one-give-one hats within two days, the founders took the business on the road, setting up pop-up shops on campuses across the country and bringing students to local hospitals to hand out the donated hats. Student participation proved to be a great success: not only did they make $22 million in 2016, they also accomplished their ultimate goal of donating a hat to every child battling cancer in America. (Forbes)