YPulse has long told you how American culture is influencing young consumers in Europe: their favorite TV shows are American, their favorite holidays include Halloween, and the U.S. and Canada are among their top travel destinations. Now, we’re also seeing an American influence in sports, as more sports leagues from North America are catering to young people in the Old Continent—from the NBA to the NFL. For brands, this means understanding Gen Z in Europe is inseparable from looking at which aspects of North American culture have reached them, especially which American brands are their absolute favorite. YPulse recently asked European 13-39-year-olds what their favorite American brands are, which shows not only which brands from across the Atlantic are influencing them, but which they really love. To fully capture all the brands young people have in mind, the question was asked as an open-end, rather than as a list of options so as not to influence their choices.* While brands like Nike and Apple topping the ranking may not come...
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