College students are at a stage where they have more control over what they buy than in their early teen years, and the brands they choose now can stick with them well into adulthood. The brands they consider favorites show up where it matters most, deliver real value, and also hit the mark on what young consumers care about: quality, price, and authenticity. YPulse’s Favorite Brands report explores the brands that truly get these young gens—whether it’s through matching their interests or helping them stay connected. But it’s not easy to be a favorite, and that kind of early loyalty is huge. These young gens are known for being selective and quick to move on even from once-favorites, especially in fashion, where trends can change at the speed of a scroll. To track brands’ cultural relevance, YPulse’s Brand Tracker monitors the brand health of 600 brands on a weekly basis, revealing 13-39-year-olds’ affinity for brands across industries.* The Brand Tracker survey establishes key brand relationship metrics for each brand...
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