American brands have infiltrated young Europeans’ lives. But how do these young consumers feel about that? Three stats tell the story… TL;DR American brands top young Europeans’ favorite brand lists, and nearly half say these brands are higher quality Many say they always try to buy from American brands—and the majority already have But young Europeans want brands to learn from European culture, too In the year that we’ve been surveying Gen Z and Millennials in the U.K., France, Germany, Italy, and Spain, one thing has become clear: American culture has made its way across the pond and settled into the lives of young Europeans. Last year, we told you how the American-created holiday Halloween has become a mainstay for young Europeans, and earlier this year we found that prom has become a thing in Western Europe, too. Meanwhile, they’re watching American-made movies and TV shows, following American pop culture, and want to work for American companies. And when we asked them where they would travel if they could...
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