Millennials are known as a unique generation. Defined as anyone born between the years 1980 and 2000, this age group has grown up through some significant changes in communication, with the Internet and social media playing a huge role in their lives. Millennials love brands that align with their values, make their lives easier, all while being transparent and engaging in their marketing efforts. Organizations have to stay ahead of their competition in order to win—and keep—their customers. Here are five brands that are doing it right:

TOMS

Founded in May 2006, founder Blake Mycoskie saw an opportunity to help those in need while also growing his business. His model – every pair of shoes sold meant a pair sent abroad to a person in need – immediately caught on with the millennial generation, which is heavily invested in bettering the world. Buying a pair of TOMs allows the consumer to be a part of something valuable. This concept eventually blew up, allowing the opportunity to create a culture that every millennial knew about and wanted to be a part of.

DOLLAR SHAVE CLUB

Originally targeted at men, Dollar Shave Club delivers razors and other personal grooming products in the mail. Branding itself as a convenient and cost-effective alternative to retail brands, Dollar Shave Club was an immediate hit with millennials. Dollar Shave Club saw an opportunity to capitalize on the millennial’s hectic lifestyle and recognized a way to beat out its competition. This company speaks to its audience in the same way its audience would speak to each other – in a casual, humorous and sarcastic tone. The packaging’s funny and to-the-point branding welcomes the customer into a relationship that feels like more of a friendship than a business transaction.

NETFLIX

Netflix, an on-demand streaming network, recognized what its target demographic wanted, and took full advantage of it. Millennials want to be a part of the conversation and interact with their peers, but how? Well, when it comes to Netflix – they watch the shows that everyone else is watching. Netflix recognized this, and began to interact with popular social media channels, encouraging conversations about its programming.

UBER

Uber found a way to solve many of the millennials’ transportation problems. First of all, millennials are notorious for owing each other money. Uber’s “share fare” option, eliminates that problem with just the click of a button. Additionally, Uber recognized that a large portion of its customer base, which tends to live in urban areas, have concerns about safety. Providing customers with a driver name, photo and license plate number helps customers feel at ease when using Uber. As municipalities across the country take steps to regulate ride-sharing services, Uber may even drive more millennials to participate in local politics as it activates its customers with petitions against these regulations.

BIRCHBOX

For $10 a month, Birchbox provides customers with a box full of tailored beauty samples. Birchbox’s at-your-door delivery service allows its target audience to try a variety of high-end products without the high-end price. Given convenience and curiosity are two major characteristics of millennials, Birchbox has been able to capitalize.

The millennial generation is wired to crave convenience and transparency, and brands must adapt to keep up with the competition and keep these consumers loyal.