Moosylvania, a leading 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 – and 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 added.
The study shows that the top 100 brands create connection with their audience by focusing on:
• Making consumers look good
• Making consumers feel good
• 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 continued.
Following Moosylvania’s first book, The Participation Game, the agency team went back to the whiteboard and asked the question, “How can your brand become a sticker on laptop?”
Over the last two years, new research focused on how brands can leverage consumers’ need to belong in order to create community, regardless of category. Their second book, Join The Brand, will be released October 1, 2018 and contains the six year average Top 100 Brand list, which is a culmination of 18,000 consumer responses between 2013 – 2018.
Moosylvania has been conducting the top 100 Millennial favorite brand survey for six consecutive years. The survey is conducted in partnership with Great Questions, LLC. Respondents are an equivalent split between males and females and are recruited as an equal sample size across five year age segments within the millennial generation. All components of the survey are mobile based.
Moosylvania is an integrated marketing agency based in St. Louis, MO, providing clients with brand, digital and experiential services.