For the past week it feels like every day I've encountered new ways to contribute to the relief efforts for the Japanese earthquake and tsunami. Today, I made my tiny difference. I put forth $44.60 as I shopped at my favorite (that's an understatement) fast fashion retailer ' Forever21. The Forever21 brand is donating 100% of every dollar spent on Forever21.com today to the earthquake and tsunami relief efforts. We're used to hearing that a percentage of proceeds will go to a cause, but when was the last time you heard that a brand would give up everything it earned? Forever21 has broken the mold when it comes to bringing fashion trends from the runway to the real way, and now the brand is breaking the mold again with a powerful model of giving. Millennials ' Forever21's most frequent and valued consumers ' are looking for strong, solid relationships to be built between themselves and the brands they buy. Millennials will support brands that tackle a cause and make a difference based on ideals similar to their own. They praise brands who position themselves authentically. "What you see is what you get" is a must in this generation's mind. Brands that profess to understand who Millennials are and what they want, fail. Brands that do understand these things, succeed. Millennials love brands that just 'get them.'? Today Forever21 'got'? me and four of my Millennial coworkers as we bought fashion that will support Japan. We pooled our purchases to reach the free shipping mark ' $50 of merchandise ' and spent $96.98. We donated almost $100. Frankly, that's awesome. Today, Forever21 really is forever. It doesn't get more authentic than that.