Gen Z and Millennials are the most diverse generations to date, so it’s important to remember when looking at them as a whole, you’re really looking at many unique demographics within them. And one major demographic to consider is young people of color, as they make up half of these gens. As YPulse explored in our BIPOC and Brands special report*, these young consumers have huge spending power and value brands who make true efforts toward diversity and inclusion—though that isn’t the only deciding factor when it comes to their top brands. In fact, their biggest purchase driver is actually how trustworthy they perceive a brand to be, which we can measure in our Brand Tracker. YPulse’s Brand Tracker monitors the brand health of over 600 brands in North America on a weekly basis, revealing 13-39-year-olds’ affinity for brands across industries. The brand data looks at 20 youth-centric diagnostics, including which brands they think are cool, reflect who they are, are talked about, reflect diversity, make the world...
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