YPulse constantly asks young people what they think about brands in our ongoing brand tracker surveys, which assess how the biggest youth brands are performing against 20 unique diagnostics. Pro users can access the Brand Tracker dashboards to explore this data, and their own brands’ performance among Gen Z and Millennials, in many ways. But brand affinity is complex and is constantly evolving. Young consumers’ purchasing behaviors evolve rapidly, especially in the era of micro-trends. Gen Z and Millennials are open to a wide array of diverse influences (think of the rise of influencers vs traditional celebs). This is why YPulse also asks the unaided question “What is your favorite brand” in every one of the thousands of brand tracker surveys we field annually. By allowing young consumers to answer as they like, in an open-end question, we can see what brands have the most brand love with Gen Z and Millennials, who can openly tell us what brands they like and the reason behind their preferences. We recently...