Gen Z’s Favorite Brands (and More) of 2017

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

We asked Gen Z which brands they loved in 2017, from fast food to tech companies (and more). Find out all their favorites below…

Over the course of 2017, we survey 13-17-year-olds on a huge range of topics—covering everything from tech to beauty. Ypulse’s monthly surveys (available in full to our Gold subscribers) keep tabs on their behaviors and preferences—including their favorite brands and people. This year, we asked them all about which companies have caught their attention, what brands they want to buy, who they rank as their top celebrities, and more. Here’s your exclusive look at the list of who won out with Gen Z in 2017:

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketingFavorite Clothing Brand: Nike

Nike topped the list of clothing brands Gen Z love for the second year running. Athleisure is still an obsession for many young consumers, who are prioritizing comfort—though Nike was the only athletic brand that made their top five. But comfort isn’t the only thing that makes Nike a favorite. It also landed at the top of the list of non-tech brands Gen Z finds the most innovative, and interestingly, the reasons that young consumers named the brand were similar to the reasons they see Apple or Samsung as innovative: newness and constant improvement. Innovative marketing, like a recent NYC popup that made a MediaPost headline, along with a consistently strong social media presence can’t hurt the brand either.

 Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketingFavorite Tech Brand: Apple

Teens continue to name Apple as their favorite tech brand year over year. Young consumers described Apple as “innovative” over and over, and brought up the brand’s reliability, ease of use, and sleek designs as some reasons they rule the world of tech when it comes to brand favorability and recognition. Not only is Apple Gen Z’s favorite tech brand, but it’s also the luxury brand they most want…

 
 

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The Newsfeed

Quote of the Day: “I like playing and talking about [Animal Crossing] with other people. It's nostalgic for me since I've been playing games from the series from a young age.”—Female, 22, PA

Which brands had the most YouTube subscribers in 2018? In media, Warner Bros. topped the list with 6.4 million subscribers, followed by BBC and ESPN. Apple beat out last year’s winner for tech PlayStation, while Red Bull and Ford remained the reigning champs of food and beverage and automotive, respectively. Finally, Nike was first place in the clothing category for the second year running, with 30,000 more subscribers than their closest competitor, Adidas. (Tubefilter)

A “Little League for esports” is fostering future esports stars—and fans for life. Super League Gaming is bringing some much-needed organization to youth competitive gaming, building teams of young Minecraft, League of Legends, and Clash Royal players, helping them train and compete. But the program isn’t just for the next Ninja; just like traditional sports, kids get a sense of community among like-minded friends. (AP News)

Nielsen reports that Millennials actually consume less media than older demos, but more of it is digital. While the average adult consumes over ten hours of content a day, 18-34-year-olds spend less than eight hours with media. And the heaviest smartphone users are 35-49-year-olds, who spend 20 minutes more each day on average with their phones than Millennials. However, the younger demo does spend 44% of their media time with digital devices, more than older demos that spend more time with TV as they age up. (THR)

Vitaminwater is wagering $100,000 that you can’t give up your smartphone for a year. Contestants have to disconnect from internet-enabled devices where “texting is a pleasant experience” for 365 days and post a pic to Twitter or Instagram explaining why they need the digital detox. And when the year’s up, they have to prove it. Considering that 65% of 13-36-year-olds told Ypulse they would be unable to unplug from their smartphones for a week, earning that $100,000 may be harder than they know. (Fortune)

Hard seltzer revenue skyrocketed over 400% over the past 18 months. White Claw leads the way for the category with top-of-the-results organic search (they’re the number one Google result for “hard seltzer”) and a social media presence that focuses on health and wellness-related imagery. Sparkling water is already one of Millennials’ favorite things to drink, and its hard version could rise through the ranks of their top alcoholic beverages. (Gartner)

Quote of the Day: “People call [video game culture] nerdy but I see nerdy as a positive connotation.”—Female, 28, MA

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