In a nutshell, Social Capital is the idea that the more value and contribution individuals and organizations bring to society, the more they will be rewarded in their social status, as well as their financial status. This concept is critical for companies trying to connect with millennials, whether it is to sell products and services to them, or attract and retain them as employees. Recent research from the University of Southern California found that 87% of millennials make purchases that have an environmental or social benefit. Social Capital applies to your workforce as well as your customers. a Gallup study found that 71% of millennials who know what their organization stands for said they plan to stay with the employer for at least one year.