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.
100 (tie). Monster Energy
Energy drinks remain popular among millennial consumers.
100 (tie). Louis Vuitton
Louis Vuitton was ranked the world’s most valuable luxury brand in 2019, and it’s kept a top stop for years.
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
Discount retailer TJ Maxx plans to open new stores in 2021, bucking the retail trend of store closures from the pandemic.
95 (tie). Roku
Insider picked two Roku products as the best streaming sticks of 2021.
95 (tie). Nordstrom
Nordstrom closed stores and laid off workers over the last year, and has started investing more in dropshipping.
95 (tie). Champion
Apparel brand Champion has catered to gamers this year with a gamer collection and a collab with Nintendo.
Acura released the NSX supercar in 2020.
90 (tie). Ralph Lauren
2020 was devastating for many fashion brands, and Ralph Lauren reported a 57% drop in sales.
90 (tie). Nestle
Nestle is known for candy, but it recently invested in Essentia alkaline water and Freshly prepared meal company.
90 (tie). Dove
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
Arby’s is owned by Inspire Brands, the parent company of Sonic, Buffalo Wild Wings, and other fast-food brands.
87 (tie). Subaru
The Subaru CrossTrek and Forester were two of the fastest-selling new cars during the pandemic.
87 (tie). Red Bull
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.
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
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‘s engagement was up 40% during the pandemic, which was a boon for streaming, the company said.
83 (tie). Calvin Klein
Calvin Klein’s parent company, PVH, announced it would close 162 stores and lay off 12% of its workforce in July.
80 (tie). Ulta
The beauty retailer announced plans to open Ulta stores in hundreds of Target stores in 2021.
80 (tie). Chipotle
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
The last year was tough for big fashion houses, including Chanel, as they were forced to cancel runway shows and shutter stores.
After years of disappointing sales, Adidas announced plans to sell Reebok in February.
77 (tie). Whole Foods
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 sells jewelry, watches, accessories, and more. In 2018 parent company Capri Holdings bought Versace.
73 (tie). Lexus
Lexus sells luxury sedans, SUVs, and hybrids.
73 (tie). Dollar Tree
Dollar stores, including Dollar Tree, have done well over the last year and actually opened new locations.
73 (tie). Android
Android makes smartphones that compete with iPhones, and Insider recommends some models.
69 (tie). Torrid
Torrid is a clothing chain that sells plus-size clothing for women.
69 (tie). Mountain Dew
Mountain Dew is owned by PepsiCo, with new flavors including Mountain Dew Frost Bite Zero Sugar.
69 (tie). Great Value
Great Value is one of Walmart’s in-house brands.
69 (tie). Dodge
Dodge sells SUVs, sports cars, and minivans.
68. Best Buy
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 has been raising the salaries of associates to compete with other big banks.
65 (tie). Audi
Audi is working towards a 30% electric US lineup by 2025.
Google-owned video platform YouTube led to the rise of influencers.
Fast-food chain Wendy’s joined the chicken sandwich wars in 2020.
Converse are some of the most iconic sneakers of all time, according to sneaker experts.
60 (tie). Trader Joe’s
Trader Joe’s is beloved by customers for in-house brands and frequently changing inventory.
60 (tie). Honda
Honda sedans, like the Accord, are a mainstay on the market.
Lululemon grew sales during the pandemic as consumers turned to athleisure.
58. Pizza Hut
Pizza Hut is owned by Yum Brands, which also owns KFC and Taco Bell.
56 (tie). Levi’s
Levi’s sales were slightly down thanks to the turn towards athleisure, though some experts predict that trend will soon reverse.
56 (tie). Costco
Costco in-store sales grew during the pandemic, and now the big box store is reopening food courts.
55. Dr. Pepper
Dr. Pepper is owned by Dr. Pepper Snapple, the parent company of Canada Dry, Crush, and other brands.
Tesla makes electric cars and is famously led by Elon Musk.
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
Off-price apparel retailer Ross is taking advantage of pandemic supply disruptions, saying they always create inventory opportunities for the retailer.
51 (tie). Nissan
The Japanese carmaker planned to make an electric vehicle with Apple, but talks fell through a month ago over branding issues.
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.
The social-media behemoth that forever changed how people interact also owns popular sites Instagram and WhatsApp.
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
Pink, the girls’ apparel and lingerie store, is owned by L Brands, along with Victoria’s Secret and Abercrombie & Fitch.
46 (tie). Gap
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
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
American Teens are obsessed with this Chinese fast-fashion retailer.
43 (tie). Aldi
Discount-grocer Aldi defied the pandemic last year, opening more stores as consumers cooked more at home.
42. American Eagle
American Eagle survived and thrived during the pandemic, thanks to its TikTok presence and body positivity message.
41. Burger King
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.
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.
The car brand is well-known for popular vehicles like the Jeep Grand Cherokee, Jeep Wrangler, and Jeep Compass.
Vans made California skate culture a global phenomenon, and young people love it.
35 (tie). PlayStation
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
This beloved brand, still owned by Gap, has been outfitting American families for nearly three decades.
35 (tie). Hershey
The chocolatier is best known for its Hershey Kisses and chocolate bars that pair well with a summer favorite: the s’more.
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.
The 37-year-old company is best known for its laptops and desktops, like the Dell XPS and Inspiron.
32. Bath & Body Works
Bath and Body Works sells soap, hand sanitizer, and fragrance products, and sales boomed during the pandemic.
30 (tie). Puma
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
The Midwestern department store is best known for its discount deals and celebrity partnerships.
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
The German automaker, known for its luxury vehicles, debuted its C-class sedans earlier this year.
27 (tie). LG
The South Korean conglomerate is known for making everything from washers and dryers to TVs. But recently it decided to stop making smartphones.
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
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.
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.
The brand, owned by athletic-maker Nike, was inspired by basketball legend Michael Jordan.
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.
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.
The German car manufacturer is known to have the go-to fancy vehicles, with options like the BMW 3 series.
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.
General Motors, founded in 1908, is the owner of Chevrolet and maker of popular vehicles like the Chevy Silverado and Chevy Bolt.
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
The Seattle-based coffee chain is well-known for its long menu of fan favorites and specialty drinks.
15 (tie). McDonald’s
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
The athletic apparel-maker grew to contend with industry big shots like Nike but fell into a bit of a rut last year.
The 118-year-old car manufacturer is known for making everything from trucks, to compact cars, and now even to electric vehicles.
The beverage-and-snack-maker has gone through multiple brand transformations over the years to remain relevant with younger generations, Insider reported.
The tech company, founded by billionaire Bill Gates in 1975, surpassed a $2 trillion valuation earlier this month.
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.
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.
The Mountain View, California-based tech giant is said to also have one of the best, most diverse workplace cultures, according to employees.
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.
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.
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.
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.
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.
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.
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.