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

Quote of the Day: “It's free to walk to work and I get some exercise in.”—Female, 26, NY

Niche beauty brands have blurred gender lines at their core—can large cosmetics companies play catch up without seeming “disingenuous”? Milk Makeup and Fluide have built their brands on being inclusive, but larger brands sometimes strike consumers as hopping on the band wagon when they try to do the same—especially since they created so many of the gender norms they’re now rallying against. The best way for them to get in on the trend? Start by making their hiring process more inclusive both “behind the lens” and in front of it. (Fast Company)

Starbucks thinks the “health and wellness” trend is to blame for declining Frappuccino sales. Despite marketing efforts like the Unicorn Frappuccino, syrupy drink sales are down 3% from last year. However, rivals like McDonald’s and Dunkin' Donuts could be stealing sugary beverage sales from the coffee giant, meaning young consumers’ penchant for healthification isn't necessarily the culprit. In fact, McDonalds recently debuted two new frozen drinks that earning praising on Twitter. (NYPFox News)

Apple is getting into kids’ content, teaming up with Sesame Workshop for a slate of original shows. Live-action, animated, and puppet-based series will be included in the programming, but Sesame Street itself is not part of the deal. There are no details yet on where Apple will release the shows, meaning they could either shop them to another platform or debut them on their own streaming platform. Considering that Apple has several original program deals in the works, they could be looking to bulk up their own bid in the streaming wars. (Kidscreen)

Twitter and Tumblr posts are getting a new lease on life—as screenshots on Instagram. While young users of Twitter and Tumblr have declined, Ypulse’s Social Media Trackerfound that over half of 13-35-year-olds use Instagram daily. Instagram is the preferred place to post memes, despite many accounts creating their content elsewhere. Why do they switch platforms to post? Instagram’s Discover tab allows faster browsing than Twitter, while Instagram images are displayed in full rather than being cut off, like they are on Twitter. (The Verge)

Eggo sales are down in between seasons of Stranger Things. Yes, the sci-fi series has that much influence on the frozen waffle’s revenue. One Eggo executive explains that they “quickly leveraged the [resulting] consumer engagement” from the show, and it paid off: sales jumped 14% in the fourth quarter of 2017 and 9.4% for the first four months of 2018. However, fewer people are binging the Gen Z & Millennial favorite these days, so Kellogg’s frozen pancakes, waffles, and French toast sales have slowed to just 1.3% year-over-year. (CNN)

Quote of the Day: “I fell in love with trance music.”—Male, 23, NY

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