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.
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
