10 ethical fashion brands millennial conscious consumers can buy from online

Millennials can't afford homes because they eat too much avocado toast. They're killing casual dining chains like Applebee's and Buffalo Wild Wings. And, did you hear that they're the reason for the downfall of American cheese?

For all of the bad press, there is one thing that everyone agrees millennials are doing right: online shopping.

Not only are they ruling the direct-to-consumer market, millennials are now far more conscious as consumers than their predecessors. These discerning shoppers look for more than just quality when buying – they want to know that the brands they're shopping from not only make a good product, but also make a positive impact. A 2015 Nielsen Report found that 66 per cent of consumers were willing to pay extra for products from sustainable brands, while an even higher 73 per cent of millennials said the same thing.

For millennials, buying is more than just a transaction, it's a chance to make an impact. That desire to do good translates to shopping from brands whose missions offer transparent, ethical business practices, use sustainable materials, and are aware of their social impact. Millennials want to buy from brands whose values they can get behind – and they're willing to pay a little extra for it, too.

Here are 10 ethical picks:

Reformation