According to a new ranking from Moosylvania, the emotional connection with a brand is still extremely important for millennials.
The American analytical company Moosylvania has presented its latest Millennials' Top 100 Brands 2021 ranking, which includes brands that have the greatest significance for the millennial generation. The list of brands was compiled based on a survey of 1,000 millennial consumers in the United States.
Some of the brands have been in the ranking for years (for example, the first place has been taken by Apple for the umpteenth time), but in general, it is undergoing continuous changes caused by a variety of factors. For example, this time around, the list does not include the airlines that were present last year, a consequence of continuous lockdowns and a sharp decline in travel, which until recently was the norm.
According to Andrew Cohen, director of strategy at Moosylvania, the most important thing for a brand that wants to become popular among millennials is the ability to build an emotional connection with consumers. Those brands that paid enough attention to this issue managed to stay in the rankings, and in some cases even improve their position. Conversely, those companies whose actions on this issue were not effective enough moved down the list, or even left it altogether.
The top ten Millennials' Top 100 Brands 2021 is as follows:
In general, the rating is filled with big names related to the everyday life of ordinary people. These are fashion companies, automakers, fast food restaurant chains, food manufacturers. A number of brands received the same rating and were ranked under the same number in alphabetical order.
The most notable changes in the ranking include the addition of such brands as Mercedes (27th place), Facebook (49th place), YouTube (64th place) and Reebok (79th place), as well as leaving Xbox (last year ranked 31st), Zara (previously ranked 60th) and Hyundai (was in 96th place).