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…

 
 

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The Newsfeed

Quote of the Day:  Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.”—Kate McManus, VP of Marketing, Delicato Family Wines (Wine Spectator)

Young consumers are “killing the shopping spree.” Whether they’re signing up for the growing number of clothing subscription services (Rent the Runway, Le Tote, Urban Outfitters, etc.), shopping second-hand, or just culling their closets—young shoppers are quitting fast fashion in droves. Some are inspired by Marie Kondo’s joy-sparking brand of minimalism, while others want to help the environment—and still others are just seeking a wide range of things to wear at a lower price. (Vice)

Airbnb is launching “adventures” for experience-seeking young travelers. The site that started with accommodations and moved into one-off “experiences” (like dinner parties) now offers multi-day excursions, complete with guides, gear, meals, and accommodations. The platform already features over 200 trips in 40 countries, including a tiger-tracking expedition in Kenya and a trek through the canyons of Oman. (Fast Company)

Tyson Foods is taking on the fake meat market with plant-based nuggets. The pea protein nuggets are the first in a line of “Raised & Rooted” products from Tyson Foods. The brand's CEO explains they’re catering to the “growing number of people open to flexible diets that include both meat and plant-based protein”—aka young flexitarians, not full-time vegans. But can a company known for its meat sell the idea that “this [trend] is about ‘and’—not ‘or’”? (The Verge)

Snapchatters can shop Levi’s new Pride Month jacket via selfie filter. The Shoppable feature is first enabled by scanning a QR code found at select stores or by getting a special Snapcode from a friend. Then, users can try on the special-edition trucker jacket via augmented reality, customizing it with one of two washes and a selection of six pins and patches. Once they complete the look, users can purchase the Pride Month Jacket—without ever leaving the app. (SJ)

Amazon’s new Echo Dot Kids Edition revamps the original. The new smart speakertakes many cues from the adult version’s second generation (it’s louder and rounder) but adds special features just for kids that go beyond a rainbow-striped color scheme. The device will come with a year of FreeTime Unlimited, a subscription service that includes popular Alexa skills like Pinkfong’s Baby Shark Adventures, as well as an enhanced parental control suite to address growing privacy concerns. (VarietyCNET)

Quote of the Day: “Young people still have an incredible interest in the Olympic Games…But the way they are consuming the Olympic Games—the type of content they are watching and the ways and the platforms on which they are watching—are fundamentally changing.”—Kit McConnell, Sports Director, International Olympic Committee (Bloomberg)

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