Millennials & Teens Tell Us Their Favorite Celebrities

Who do Millennials and teens name as their favorite celebrity—and why?

In our Q2 Quarterly trend report survey, we took a look at the state of fame today, and asked Millennials and teens 13-32-years-old to tell us who their favorite celebrity is, and why they name that person as their favorite. This is a qualitative look at the question, which was left open-ended. As with any qualitative question, it’s important to keep in mind that the responses will include those that are top of mind, those they see most often, and those that are actually considered their favorite. That being said, the directional list of their top 10 favorite celebs, and their reasons why, can tell us a lot about the kinds of qualities they're attracted to, and who they are paying attention to. Here’s their top ten list culled from their responses:

Taylor Swift’s position at the top is not too much of a surprise considering our recent look at their favorite musicians, but here we get a closer look at the why behind her popularity. Respondents who choose Swift called her a “good role model,” “relatable,” and named both her talent and her morals as reasons they like her. One 30-year-old male (yes, a range of ages and both genders named Swift as a favorite) wrote, “She seems down to earth, she is a good musician, and overall has a nice public image.  She does not have a persona that makes me resent her, but in addition to being very active in the media and social media platforms, she has good music to back up her celebrity status.” The consistent theme of liking Swift because of her positive, relatable image aligns with our forecast that Millennials and teens are looking for positive messaging and personas, but don’t want celebrities that try to appear perfect.

The theme of relatability continued amongst the…


Want to talk to us about the article
or dive into a custom study?

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

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies