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Decoding Brand Affinity Report

Brands strive to be perceived through a specific lens by Gen Z and Millennials—whether it’s aiming to be “cool,” “popular,” “innovative,” or a brand that is thought of as having a “bright future,” or one that “makes the world a better place.” However a brand wants to position themselves, the question becomes “What do these words even mean to Gen Z and Millennials?”

YPulse’s brand tracker measures brand affinity through 20 unique, youth-specific diagnostics to help brands understand how to win with young consumers—but now we are taking it to another level with Decoding Brand Affinity: a deep exploration of what the diagnostics driving affinity truly mean to young consumers.



Download the full report for further insights

  • Data-backed definitions for all 20 YScore+ diagnostics and analysis as to how brands can strategize around these definitions
  • Top 15 brands that rank highest among 13-39-year-olds for each diagnostic
  • Brand spotlight diving into why a brand is performing well among each specific diagnostic
Report length: 76 pages, North America report is based on a survey of 1500 13-39-year-olds in the U.S. and Canada, fielded in October 2022. Western Europe report is based on a survey of 2500 13-39-year-olds in the U.K., Italy, Spain, France, and Germany, fielded in October 2022

Additional survey content for Pro users: Additional definitions for each diagnostic (top 3 shown in report), full list of how brands can show young consumers each diagnostic (top 5 shown in report), and how each diagnostic is perceived across varying demographics. 

Survey content for Pro users also includes data split by the following demographics: Gender & Generation, Age Groups, Academic Status, Race, BIPOC, Country, Urban/Rural Status, LGBTQ+, and Parent

Recent years' reports on this topic

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North America
Western Europe