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

"I play [games] constantly until 4 in the morning. When I’m not on my game I’m checking my phone. And the whole time I’m doing all of that my desktop is on the internet.”—Male, 22, OH

Twitch is airing every episode of Mister Rogers’ Neighborhood, in celebration of the late Fred Rogers’ 90th birthday and the show’s 50th anniversary. The esports streaming service is expanding to nostalgia entertainment (which young viewers can’t get enough of), but they have a unique twist. The show will be available for co-viewing, with popular Twitch streamers chiming in from time to time. (Mashable)

Over one-third of 18-34-year-olds have stopped using a brand after hearing negative news about them, more than any other generation. Among the brands that most consumers said they gave up on were Wells Fargo, Target, Papa John’s, and Uber. However, Critical Mix and kNOW also found that young consumers are more willing to forgive a brand for bad press: While only 30% of consumers overall would use a brand again after a scandal, 41% of 25-34-year-olds would. (MediaPost)

Alamo Drafthouse is bringing back VHS—offering free rentals for Millennials that wax nostalgic for analog products. Their first store, Video Vortex, is opening in North Carolina. Not only are they “fostering a movie-loving community” with the extensive gratis collection of 75,000 titles, but they’re making money off of the added “beer, food, and merchandise.” No VHS player? No problem. They’re renting those as well. (BoingBoingEW)

Researchers were surprised to find Gen Z students were “relieved” to ditch their smartphones for a few weeks. Screen Education’s study of 62 12-16-year-olds found that 92% thought “it was beneficial” to disconnect from their smartphones while they were at camp. And even though 41% admitted they felt frustrated at times, 35% were able to cut down their use after camp and 17% convinced a friend to curb their time spent on smartphones, too. (PR Newswire)

Beauty brands love augmented reality, but an app can’t replace in-store experience. Not only did Ypulse found time and again that young consumers expect Experiencification and flock to marketing activations (like pop-ups), but brick-and-mortar locations build loyalty. People think they’re scamming Sephora when they re-do their makeup gratis, but that time-spent-in-store is really “turning the ‘scammers’ into buyers.” (Quartzy)

"I love my smart phone. It is just like my best friend [and] I just can't do without my smartphone...”—Male, 27, CA

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