4 Brands Winning Out With Millennials (Besides Apple)

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

Young consumers aren’t exactly known for their brand loyalty, but some brands are managing to stay favorites among Millennials and Gen Z. We’re breaking down five who keep capturing their attention—and wallets…

Young consumers today—both Millennials and Gen Z—have a reputation for being completely brand disloyal. According to CivicScience, the number of 18-34-year-olds at least somewhat loyal to their favorite brands has decreased 6% (to 78%) since 2014. One expert says the preference of “new” over “known” is a modern phenomenon: “major trends in marriage, religion, politics, and corporate America have reframed expectations for surviving and thriving in this world. The consistent theme is that change is not something to be feared or avoided.” In Ypulse’s research into young consumers' brand loyalty, we found that 78% of 13-34-year-olds consider themselves loyal to one or more brands—but 72% also say they are always looking for new products to try. It turns out young consumers today are Loyal-ish: they’ll stick to brands, but you have to do just the right things to keep them coming back.

While the news (and our own articles and newsletter) are filled with stories of brands who are failing to win Millennials over (sorry, diamond industry, Buffalo Wild Wings, and Nordstrom, just to name some recent examples) other brands manage to land on top of Millennials’ favorites lists again and again. Apple is, of course, the obvious example. The tech brand has stayed a Millennial favorite for years, thanks in large part to continuous innovation and improvement. But they aren’t the only brand that knows how to charm Millennials. Here are five other brands that research (both Ypulse’s own and outside parties’) shows are winning out with young consumers—and some of the reasons why we think they stay…

 
 

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The Newsfeed

Quote of the Day:  Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.”—Kate McManus, VP of Marketing, Delicato Family Wines (Wine Spectator)

Young consumers are “killing the shopping spree.” Whether they’re signing up for the growing number of clothing subscription services (Rent the Runway, Le Tote, Urban Outfitters, etc.), shopping second-hand, or just culling their closets—young shoppers are quitting fast fashion in droves. Some are inspired by Marie Kondo’s joy-sparking brand of minimalism, while others want to help the environment—and still others are just seeking a wide range of things to wear at a lower price. (Vice)

Airbnb is launching “adventures” for experience-seeking young travelers. The site that started with accommodations and moved into one-off “experiences” (like dinner parties) now offers multi-day excursions, complete with guides, gear, meals, and accommodations. The platform already features over 200 trips in 40 countries, including a tiger-tracking expedition in Kenya and a trek through the canyons of Oman. (Fast Company)

Tyson Foods is taking on the fake meat market with plant-based nuggets. The pea protein nuggets are the first in a line of “Raised & Rooted” products from Tyson Foods. The brand's CEO explains they’re catering to the “growing number of people open to flexible diets that include both meat and plant-based protein”—aka young flexitarians, not full-time vegans. But can a company known for its meat sell the idea that “this [trend] is about ‘and’—not ‘or’”? (The Verge)

Snapchatters can shop Levi’s new Pride Month jacket via selfie filter. The Shoppable feature is first enabled by scanning a QR code found at select stores or by getting a special Snapcode from a friend. Then, users can try on the special-edition trucker jacket via augmented reality, customizing it with one of two washes and a selection of six pins and patches. Once they complete the look, users can purchase the Pride Month Jacket—without ever leaving the app. (SJ)

Amazon’s new Echo Dot Kids Edition revamps the original. The new smart speakertakes many cues from the adult version’s second generation (it’s louder and rounder) but adds special features just for kids that go beyond a rainbow-striped color scheme. The device will come with a year of FreeTime Unlimited, a subscription service that includes popular Alexa skills like Pinkfong’s Baby Shark Adventures, as well as an enhanced parental control suite to address growing privacy concerns. (VarietyCNET)

Quote of the Day: “Young people still have an incredible interest in the Olympic Games…But the way they are consuming the Olympic Games—the type of content they are watching and the ways and the platforms on which they are watching—are fundamentally changing.”—Kit McConnell, Sports Director, International Olympic Committee (Bloomberg)

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