Moosylvania, a branding and digital agency, has published the Millennials’ Top 100 Brands list for the past six years surveying 18,000 millennials as they continue to mature. This year, their age range is 18-38.
Each year, the study focuses on how and why consumers adopt brands, beginning with the unaided question, “What are your three favorite brands?”
“We can tell a lot when we see new brands break through the list,” says Norty Cohen, CEO of Moosylvania.
Remaining in the lead are Nike, Apple, Amazon and Target. This year, Walmart moved up to number five. Even more significant are new additions, ULTA cosmetics, ELF cosmetics, Torrid apparel, Uniqlo apparel, Zara apparel and Wegman’s stores. More than 25% of millennial respondents told Moosylvania they market themselves.
“Everyone is acutely aware of their projected on-line image. We are marketers marketing to marketers,” Cohen says.
The study shows that the top 100 brands create connection with their audience by focusing on: making consumers look good; making consumers feel good; and entertaining them
Within the Top 100, the biggest spenders are not the biggest winners. Brands who focus on inspiring lifestyle and creating participation succeed.
“As you break down the list, you’ll see a predominance of retail, fashion, beverage, cars and gaming. We have literally no one from cellular providers or beer brands, who are multi-billion dollar advertising categories,” Cohen says.
