Millennials’ Favorite Brands (and More) of 2017

Do you know Millennials’ favorite clothing, fast food, tech, alcoholic beverage, or retail brand? We do, and more…

Over the course of 2017, we survey 18-35-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 the generation’s 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 Millennials in 2017:

Favorite Clothing Brand: Old Navy

While Nike made the top of the overall favorite clothing brand among 13-34-year-olds, when we looked at just 18-34-year-olds, Old Navy was the most mentioned brand. Affordability, style, and quality for the cost were the most common reason that respondents named the brand. A 27-year-old-female summed it up: "The clothes are in a good price point, lots of variety and on trend." Females were the ones who fueled Old Navy’s popularity among Millennials—males were far more likely to say Nike was their favorite.

Favorite Tech Brand: Apple

Their hold over young consumers is still going strong. Not only was Apple by far Millennials’ most named favorite tech brand, iPhone was the second most named coolest tech product right now—second only to VR. One 25-year-old male told us, “Apple is an innovative and forward-thinking technology brand,” and a 32-year-old female explained, “Apple is my favorite brand because they set the trend for other brands to follow.” But interestingly, there are some hints that Apple is maintaining their spot as Millennials’ top tech brand because the brand is already so embedded in young consumers’…


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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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