Millennials reveal their favorite brands

Millennials reveal their favorite brands

Steve’s breakdown: There’s a lot here to unpack but it’s worth a look.

EVERYWHERE, USA: Millennials still can’t get enough of Apple, Nike, and Amazon. Marketing agency Moosylvania has once again compiled its “Millennials’ Top 100 Brands” based on a survey of 1,000 millennial consumers. While some of the top brands stick around year after year, other changes are distinct. No airlines are on the list in 2021 after a year stuck at home, though United Airlines and Southwest both made the list in 2020.

“We’ve learned that the brands who prioritized emotional connections either joined the list or improved. Inversely, brands who dropped in millennial ranking struggled to create two-way conversations with their fans who needed them most amidst unprecedented challenges,” Chief Strategy Officer Andrew Cohen said in a statement.

Here are the top brands according to millennials.

Note: The rankings are Olympic-style, with several ties.

100 (tie). Monster Energy


Monster energy drinks


Energy drinks remain popular among millennial consumers.

100 (tie). Louis Vuitton


Louis Vuitton

(Photo by China Photos/Getty Images

Louis Vuitton was ranked the world’s most valuable luxury brand in 2019, and it’s kept a top stop for years.

99. Kraft



Madeline Diamond/INSIDER

Kraft is one of more than 20 brands owned by Kraft Heinz, one of the largest food and beverage companies in the world.

95 (tie). TJ Maxx


TJ Maxx

Cindy Ord/Getty Images

Discount retailer TJ Maxx plans to open new stores in 2021, bucking the retail trend of store closures from the pandemic.

95 (tie). Roku


GettyImages 1204852519
Roku hits 50 million active accounts. 
Sean Locke / EyeEm / Getty Images

Insider picked two Roku products as the best streaming sticks of 2021.

95 (tie). Nordstrom


Nordstrom Pandemic
A Nordstrom in New York City in June. 
Rob Kim/Getty Images

Nordstrom closed stores and laid off workers over the last year, and has started investing more in dropshipping.

95 (tie). Champion


Nintendo x Champion

Janelle Jones/Champion

Apparel brand Champion has catered to gamers this year with a gamer collection and a collab with Nintendo.

94. Acura


2017 Acura NSX 161 source
Acura NSX. 

Acura released the NSX supercar in 2020.

90 (tie). Ralph Lauren


Ralph Lauren

Reuters/Mike Segar

2020 was devastating for many fashion brands, and Ralph Lauren reported a 57% drop in sales.

90 (tie). Nestle



Thomson Reuters

Nestle is known for candy, but it recently invested in Essentia alkaline water and Freshly prepared meal company.

90 (tie). Dove


Dove soap

Andreas Rentz / Getty Images

Dove sells products including deodorants and body wash, owned by Unilever. Sales of hygiene products were down early in the pandemic.

90 (tie). Arby’s


A $5 meal from Arby's
A $5 meal from Arby’s 

Arby’s is owned by Inspire Brands, the parent company of Sonic, Buffalo Wild Wings, and other fast-food brands.

87 (tie). Subaru


2021 Subaru Crosstrek Sport
2021 Subaru Crosstrek Sport. 

The Subaru CrossTrek and Forester were two of the fastest-selling new cars during the pandemic.

87 (tie). Red Bull


Red bull cans

Photo by Alex Tai/SOPA Images/LightRocket via Getty Images)

Red Bull is the second energy drink brand on the list, proving the product still has cache with buyers.

87 (tie). Patagonia




Patagonia has long been a favorite for its outspoken activism on environmental and labor issues.

86. Motorola


razr NA key visual 1536x1040
Razr 5G. 

Some Millenials are nostalgic for the original Motorola Razr. The company released an updated version in 2020 as part of a new wave of foldable phones.

83 (tie). Rue 21


Rue 21

Photo by John Greim/LightRocket via Getty Images

In October 2020, the retailer had about 700 stores across 46 states. The CEO says the retailer is focusing on experiential retail.

83 (tie). Hulu


hulu original movies
Disney highlighted Hulu’s original films during its Investor Day presentation last week. 

Hulu‘s engagement was up 40% during the pandemic, which was a boon for streaming, the company said.

83 (tie). Calvin Klein


Calvin Klein

Photo by Noam Galai/Getty Images

Calvin Klein’s parent company, PVH, announced it would close 162 stores and lay off 12% of its workforce in July.

80 (tie). Ulta



Rick Kern / Stringer / Getty Images

The beauty retailer announced plans to open Ulta stores in hundreds of Target stores in 2021.

80 (tie). Chipotle


Chipotle Manhattan
West 169th Street Chipotle. 
Kris Mirasola

Chipotle was one of the restaurants to grow and open new locations, including investing in drive-thrus, while the rest of the industry suffered the effects of the pandemic.

80 (tie). Chanel


Chanel headquarters in Paris, France. 
Getty Images

The last year was tough for big fashion houses, including Chanel, as they were forced to cancel runway shows and shutter stores.

79. Reebok



Alex Tai/SOPA Images/LightRocket via Getty Images

After years of disappointing sales, Adidas announced plans to sell Reebok in February.

77 (tie). Whole Foods


whole foods voters
Shoppers outside of a Whole Foods Market. 
Kyodo News Stills via Getty Images

The Amazon-owned grocery store has more than 500 locations in the US and UK.

77 (tie). Sephora




Sephora is another beauty retailer, and it began a partnership with Kohl’s to open mini Sephora locations in the stores.

73 (tie). Michael Kors


michael kors store

Richard Drew, File/AP

Michael Kors sells jewelry, watches, accessories, and more. In 2018 parent company Capri Holdings bought Versace.

73 (tie). Lexus


Lexus RX
Lexus RX. Lexus 

Lexus sells luxury sedans, SUVs, and hybrids.

73 (tie). Dollar Tree


dollar tree
Mario Anzuoni/Reuters 
Mario Anzuoni/Reuters

Dollar stores, including Dollar Tree, have done well over the last year and actually opened new locations.

73 (tie). Android


Android smartphone
Nicolas Economou/NurPhoto/Getty Images 
Nicolas Economou/NurPhoto/Getty Images

Android makes smartphones that compete with iPhones, and Insider recommends some models.

69 (tie). Torrid


Torrid hot Topic
Hot Topic 
Hot Topic

Torrid is a clothing chain that sells plus-size clothing for women.

69 (tie). Mountain Dew


mountain dew kickstart

Mountain Dew is owned by PepsiCo, with new flavors including Mountain Dew Frost Bite Zero Sugar.

69 (tie). Great Value


Walmart great value coffee

Great Value is one of Walmart’s in-house brands.

69 (tie). Dodge


2020 Dodge Grand Caravan.
Dodge Grand Caravan. FCA 

Dodge sells SUVs, sports cars, and minivans.

68. Best Buy


Best Buy
Alexi Rosenfeld/Getty Images 
Alexi Rosenfeld/Getty Images

Gadgets retailer Best Buy is one of several chains closing stores this year.

65 (tie). Doritos



Doritos chips are a staple as demand for comfort food leaped in 2020.

65 (tie). Bank of America


Bank of America
Bank of America. Kena Betancur/ VIEWpress via Getty Images) 
Kena Betancur/ VIEWpress via Getty Images)

Bank of America has been raising the salaries of associates to compete with other big banks.

65 (tie). Audi


Audi’s R8 e-tron.

Audi is working towards a 30% electric US lineup by 2025.

64. YouTube


YouTube, Youtuve partner program
Kiyoshi Ota/Bloomberg via Getty Images 
Kiyoshi Ota/Bloomberg via Getty Images

Google-owned video platform YouTube led to the rise of influencers.

63. Wendy’s



Fast-food chain Wendy’s joined the chicken sandwich wars in 2020.

62. Converse


converse all stars
Converse shoes. PYMCA/Universal Images Group via Getty Images 
PYMCA/Universal Images Group via Getty Images

Converse are some of the most iconic sneakers of all time, according to sneaker experts.

60 (tie). Trader Joe’s


trader joe's
Living Huntington/Facebook 
Living Huntington/Facebook

Trader Joe’s is beloved by customers for in-house brands and frequently changing inventory.

60 (tie). Honda


A Honda Odyssey car is displayed outside Honda Motor Co's showroom in Tokyo January 31, 2013. REUTERS/Issei Kato
A Honda Odyssey car is displayed outside Honda Motor Co’s showroom in Tokyo. Reuters 
Thomson Reuters

Honda sedans, like the Accord, are a mainstay on the market.

59. Lululemon


A Lululemon store. Reuters 

Lululemon grew sales during the pandemic as consumers turned to athleisure.

58. Pizza Hut


Pizza Hut
Pizza Hut/Facebook 
Pizza Hut/Facebook

Pizza Hut is owned by Yum Brands, which also owns KFC and Taco Bell.

56 (tie). Levi’s


Levi's jeans
Joe Raedle/Getty Images 
Joe Raedle/Getty Images

Levi’s sales were slightly down thanks to the turn towards athleisure, though some experts predict that trend will soon reverse.

56 (tie). Costco


A Costco shopping cart is shown at a Costco Wholesale store in Carlsbad, California September 11, 2013. REUTERS/Mike Blake 
REUTERS/Mike Blake

Costco in-store sales grew during the pandemic, and now the big box store is reopening food courts.

55. Dr. Pepper


Dr. Pepper
Daniel Boczarski/Getty Images for Dr. Pepper 
Daniel Boczarski/Getty Images for Dr. Pepper

Dr. Pepper is owned by Dr. Pepper Snapple, the parent company of Canada Dry, Crush, and other brands.

54. Tesla


REUTERS/Steven Lam 
REUTERS/Steven Lam

Tesla makes electric cars and is famously led by Elon Musk.

53. Coach


A shopping bag from the luxury brand Coach is seen along Rodeo Drive in Beverly Hills, California, May 21, 2013. REUTERS/Fred Prouser
A shopping bag from the luxury brand Coach is seen along Rodeo Drive in Beverly Hills. Reuters 
Thomson Reuters

The designer handbag, shoe, and clothing brand said in August last year that half of its new online customers were Gen Z or millennials.

51 (tie). Ross


ross store
Jeffrey Greenberg/Education Images/Universal Images Group via Getty Images 
Jeffrey Greenberg/Education Images/Universal Images Group via Getty Images

Off-price apparel retailer Ross is taking advantage of pandemic supply disruptions, saying they always create inventory opportunities for the retailer.

51 (tie). Nissan


A car is reflected in the bonnet of a Nissan car in the showroom at Nissan's global headquarters in Yokohama south of Tokyo, February 9, 2015. REUTERS/Thomas Peter
A car is reflected in the bonnet of a Nissan car in the showroom at Nissan’s global headquarters in Yokohama south of Tokyo. Reuters 
Thomson Reuters

The Japanese carmaker planned to make an electric vehicle with Apple, but talks fell through a month ago over branding issues.

50. HP


HP Hewlett Packard headquarters

Thierry Roge/Reuters

The long-time computer maker produced over 5 million 3D-printed parts for personal protective equipment for healthcare workers and donated $21 million in products and grants to underserved communities during the pandemic, a spokesperson said.

49. Facebook


Facebook CEO Mark Zuckerberg speaks on stage during a town hall with Indian Prime Minister Narendra Modi at Facebook's headquarters in Menlo Park, California September 27, 2015. REUTERS/Stephen Lam
Facebook CEO Mark Zuckerberg speaks on stage during a town hall with Indian Prime Minister Narendra Modi at Facebook’s headquarters in Menlo Park, California. Reuters 
Thomson Reuters

The social-media behemoth that forever changed how people interact also owns popular sites Instagram and WhatsApp.

48. H&M



Fashion giant H&M announced plans to close 350 stores and open 100 new ones as it focuses more on online sales in light of the COVID-19 pandemic.

46 (tie). Pink


Business Insider/Mary Hanbury 
Business Insider/Mary Hanbury

Pink, the girls’ apparel and lingerie store, is owned by L Brands, along with Victoria’s Secret and Abercrombie & Fitch.

46 (tie). Gap


Business Insider/Mary Hanbury 
Business Insider/Mary Hanbury

The San Francisco-based apparel retailer is expecting a boom in sales post-pandemic, with Gap Inc. CEO Sonia Syngal saying she’s “quite optimistic.”

45. Victoria’s Secret


Victoria's Secret.
Victoria’s Secret. Scott Olson/Getty Images 
Scott Olson/Getty Images

The well-known women’s lingerie retailer, owned by L Brands, faced a tough year of store closures and lawsuits last year.

43 (tie). Shein


shein pop-up
Guests attend SHEIN Summer Pop Up Preview Evening on May 23, 2019 in London, England. Dave Benett/Getty Images for SHEIN 
Dave Benett/Getty Images for SHEIN

American Teens are obsessed with this Chinese fast-fashion retailer.

43 (tie). Aldi


Joe Seer/Shutterstock 
Joe Seer/Shutterstock

Discount-grocer Aldi defied the pandemic last year, opening more stores as consumers cooked more at home.

42. American Eagle


american eagle outfitters
AP Images 

American Eagle survived and thrived during the pandemic, thanks to its TikTok presence and body positivity message.

41. Burger King


burger king
David Allio/Icon Sportswire/Getty Images 
David Allio/Icon Sportswire/Getty Images

The fast-food chain caused a raucous last month after launching a campaign titled, “Women belong in the kitchen,” which was meant to show off its new initiative to help female chefs rise to leadership roles.

40. eBay



The 25-year-old online resale store is shedding its old-school image and has even found a way in with young buyers looking to purchase sneakers.

39. Jeep


Jeep Wrangler
Matthew DeBord/BI 
Matthew DeBord/BI

The car brand is well-known for popular vehicles like the Jeep Grand Cherokee, Jeep Wrangler, and Jeep Compass.

38. Vans


Tristan Fewings/Getty Images 
Tristan Fewings/Getty Images

Vans made California skate culture a global phenomenon, and young people love it.

35 (tie). PlayStation


Andrew House, president and global EO of Sony Computer Entertainment Inc., talks about the Playstaion Vue during the Sony Playstation E3 conference in Los Angeles, California June 15, 2015. REUTERS/Kevork Djansezian
Andrew House, president and global EO of Sony Computer Entertainment Inc., talks about the Playstaion Vue during the Sony Playstation E3 conference in Los Angeles. Reuters 
Thomson Reuters

PlayStation, the video-game console brand made by Sony, has released its latest generation of consoles with the PlayStation 5, but it’s still sold out nearly everywhere.

35 (tie). Old Navy


Old Navy
Business Insider/Mary Hanbury 
Business Insider/Mary Hanbury

This beloved brand, still owned by Gap, has been outfitting American families for nearly three decades.

35 (tie). Hershey


hershey promo
Cutting the ribbon on opening day. AP Images 
AP Images

The chocolatier is best known for its Hershey Kisses and chocolate bars that pair well with a summer favorite: the s’more.

34. KFC


Omar Marques/SOPA Images/LightRocket via Getty Images 
Omar Marques/SOPA Images/LightRocket via Getty Images

The fast-food chain has joined the so-called chicken-wars with other businesses like Popeye’s and Chick-fil-A, as it added a new chicken sandwich to its menu earlier this year.

33. Dell


Jonathan Weiss/Shutterstock 
Jonathan Weiss/Shutterstock

The 37-year-old company is best known for its laptops and desktops, like the Dell XPS and Inspiron.

32. Bath & Body Works


bath & body works store.JPG
Brendan McDermid/Reuters 
Brendan McDermid/Reuters

Bath and Body Works sells soap, hand sanitizer, and fragrance products, and sales boomed during the pandemic.

30 (tie). Puma


REUTERS/Grigory Dukor 
REUTERS/Grigory Dukor

The German footwear-maker is known for its basketball shoes, and most recently, its partnership with music artist Dua Lipa, Rolling Stone reported.

30 (tie). Kohl’s


Justin Sullivan/Getty Images 
Justin Sullivan/Getty Images

The Midwestern department store is best known for its discount deals and celebrity partnerships.

29. Kroger



The Cincinnati, Ohio-based grocery retailer has boomed amid the pandemic as shoppers have flocked to grocery stores to fill their needs.

27 (tie). Mercedes-Benz


E Class Family (6)
2021 Mercedes-Benz E450 4Matic sedan. Mercedes-Benz 

The German automaker, known for its luxury vehicles, debuted its C-class sedans earlier this year.

27 (tie). LG


FILE PHOTO: A man looks at LG Electronics' TV sets, which are made with LG Display flat screens, at its store in Seoul, South Korea, April 26, 2016. REUTERS/Kim Hong-Ji/File Photo
FILE PHOTO: A man looks at LG Electronics’ TV sets, which are made with LG Display flat screens, at its store in Seoul. Thomson Reuters 
Thomson Reuters

The South Korean conglomerate is known for making everything from washers and dryers to TVs. But recently it decided to stop making smartphones.

26. Toyota


2020 Toyota 86 Hakone Edition
The 2020 Toyota 86 Hakone Edition. Alanis King 
Alanis King

The Japanese carmaker, known for owning the hybrid car market, is stepping into the electric vehicle realm this year with three new cars.

25. Taco Bell


taco bell drive thru
A Taco Bell employee delivers an order to a customer at the drive-up window of the restaurant on March 31, 2020. Joe Raedle/Getty Images 
Joe Raedle/Getty Images

The Mexican-inspired fast-food chain, known for popular items like the Crunchwrap and Chalupa, is working to hire thousands of workers as the economy begins to re-open.

24. Gucci


TRR x Gucci Women's 3
The Real Real 
The Real Real

Millennials love this fashion brand, Insider’s reported previously. Celebrities like lil Pump and Kylie Jenner have pumped up this brand through social media, as well.

23. Jordan


NBA legend Michael Jordan holds up an autographed AJ19 shoe, the latest design in the Air Jordan shoe line, at a Hong Kong news conference. AP:Anat Givon
NBA legend Michael Jordan holds up an autographed AJ19 shoe, the latest design in the Air Jordan shoe line, at a Hong Kong news conference. Anat Givon/AP Photo 
Anat Givon/AP Photo

The brand, owned by athletic-maker Nike, was inspired by basketball legend Michael Jordan.

22. Disney


disneyland park
Jeff Gritchen/MediaNews Group/Orange County Register via Getty Images 
Jeff Gritchen/MediaNews Group/Orange County Register via Getty Images

The entertainment giant struck a new chord with fans when it launched its own streaming service in 2019, that featured new shows like the Mandalorian, as well as classic Disney films.

21. Nintendo


Super Nintendo

The Japanese company went from a playing-card business to a gaming giant, with products like the Nintendo Wii and Switch, over the course of its 132-year history.

20. BMW


2019 BMW X7

The German car manufacturer is known to have the go-to fancy vehicles, with options like the BMW 3 series.

19. Netflix


“Bridgerton” is on Netflix. LIAM DANIEL/NETFLIX 

The online-streaming giant released popular new hits this year like the Queen’s Gambit and Bridgerton, which it said was its top series of all time.

18. Chevrolet


2020 Chevrolet Silverado LTZ 010
Chevrolet Silverado. Chevrolet 

General Motors, founded in 1908, is the owner of Chevrolet and maker of popular vehicles like the Chevy Silverado and Chevy Bolt.

17. Chick-fil-A


chick fil a drive thru worker
Brynn Anderson/AP Photo 
Brynn Anderson/AP Photo

Chick-fil-A was the overall favorite brand this year in the US as Americans turned to fast food for comfort amid the pandemic.

15 (tie). Starbucks


starbucks pike place
The Starbucks sign is seen on the window of the World’s first ever Starbucks coffee shop. Epics/Getty Images 
Epics/Getty Images

The Seattle-based coffee chain is well-known for its long menu of fan favorites and specialty drinks.

15 (tie). McDonald’s


ronald mcdonald 2019
Ronald McDonald of McDonald’s attends the 93rd Annual Macy’s Thanksgiving Day Parade on November 28, 2019 in New York City. Noam Galai/Getty Images 
Noam Galai/Getty Images

The world’s first fast-food chain recently added three new chicken sandwiches to its menu to compete with other chains with similar offerings.

14. Under Armour


under armour
Kirk Irwin/Getty Images 
Kirk Irwin/Getty Images

The athletic apparel-maker grew to contend with industry big shots like Nike but fell into a bit of a rut last year.

13. Ford


ford factory
Workers build Ford F-150 trucks at one of the automaker’s assembly plants. Associated Press 
Associated Press

The 118-year-old car manufacturer is known for making everything from trucks, to compact cars, and now even to electric vehicles.

12. Pepsi


Old Pepsi bottles

The beverage-and-snack-maker has gone through multiple brand transformations over the years to remain relevant with younger generations, Insider reported.

11. Microsoft


Microsoft employees
Bryan Thomas/Getty Images 
Bryan Thomas/Getty Images

The tech company, founded by billionaire Bill Gates in 1975, surpassed a $2 trillion valuation earlier this month.

10. Coke


Bottles of Coca Cola
Regis Duvignau/Reuters 
Regis Duvignau/Reuters

This brand has been under fire recently from both sides of the political spectrum for originally not speaking out against Georgia’s new voting law and then subsequently taking a stance against it.

9. Sony


Sony Corp’s Vaio laptop is displayed at the company headquarters in Tokyo December 3, 2009. REUTERS/Yuriko Nakao 
REUTERS/Yuriko Nakao

This hardware maker is probably best known for creating the PlayStation video game console. It recently launched the next-generation console, the PlayStation 5, but it’s been tough for consumers to purchase.

8. Google


Google Office Logo Chrome
Alphabet Inc.’s Google logo. Ng Han Guan/AP Photo 
Ng Han Guan/AP Photo

The Mountain View, California-based tech giant is said to also have one of the best, most diverse workplace cultures, according to employees.

7. Adidas


adidas blog gym shoes model

The German athletic apparel-maker is turning its focus back to its namesake brand after announcing it would sell the Reebok brand it bought in 2006.

6. Target


Target cart
hopping carts sit inside a Target store on May 23, 2007 in Chicago, Illinois. Scott Olson/Getty Images 
Scott Olson/Getty Images

This retailer is the “perfect place to discover new and innovative brands,” as it sells dozens of products from startups, Insider reported. Target also launched its own athleisure brand a year ago, capitalizing on people’s desire to wear comfy clothes during the pandemic, and it already hit $1 billion in sales — marking a faster pace than popular brands like Lululemon.

5. Samsung


samsung semiconductor headquarters
Kim Hong-Ji/Reuters 
Kim Hong-Ji/Reuters

The smartphone-maker released its brand new line of Galaxy phones early this year, which included the S21, S21+ and the premium Galaxy S21 Ultra models. Samsung is the second-biggest seller of smartphones in the US, after Apple, with 16% of the market.

4. Walmart


walmart new test stores
The apparel signs at Walmart. Walmart 

The Arkansas-based retail giant is reaching out to younger generations through influencers and its partnership with TikTok, where users can buy Walmart fashion products without having to leave the app.

3. Amazon


amazon fake blimp
CGI Amazon blimp. @g_awd via Twitter 
@g_awd via Twitter

When Amazon CEO Jeff Bezos first saw the new A-Z smile logo for the company in 1999, he loved it. “Anyone who doesn’t like this logo won’t like puppies,” he reportedly said.

2. Nike


Nike Beijing
Customers lined up outside the Nike flagship store on the opening day at Wangfujing Street on January 20, 2021 in Beijing, China. VCG/VCG via Getty Images 
VCG/VCG via Getty Images

Nike has been known for its unforgettable ads and unparalleled storytelling abilities. The shoe-maker is known as a marketing-first company to most, but its new CEO has been working to transform Nike into a technology-first company.

1. Apple


An Apple logo is seen at the Apple store in Munich, Germany, January 27, 2016. REUTERS/Michaela Rehle
An Apple logo is seen at the Apple store in Munich. Reuters 
Thomson Reuters

Apple was dubbed the most valuable brand in the world this year, surpassing Google and Amazon, based on a ranking from Brand Finance Global 500. Last year, the company released four new models of the iPhone: iPhone 12, iPhone 12 Mini, iPhone 12 Pro, and iPhone 12 Pro Max.


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