The employee relationship to the workplace is changing. In the Baby Boomer generation, work was about collecting a paycheck and doing your time in exchange for retirement benefits. In the Millennial generation, work is part of your identity, and a big part of the Millennial identity is altruism and social responsibility. So when Millennials go to work, they want companies that align with their values. There's just one problem: less than half of Millennials think businesses behave ethically. In order to attract the best talent, businesses need to change this perception. That means leading with values, demonstrating ethics, and showing that values translate into action. In the process, businesses can create a more positive work environment, strengthen their competitiveness, and set themselves up for future success.