As Millennials fuel their own social good movements, it is more important than ever for brands to make a difference in the world as well.

As Millennials fuel their own social good movements, it is more important than ever for brands to make a difference in the world as well. JetBlue’s recent charity effort “Soar With Reading” targets kids’ book deserts—communities where there is just one age-appropriate book for sale for every 830 children. The brand placed three book vending machines in Washington, D.C., dispensing reading material for free to young readers. (ABC)