When it comes to attracting a consumer’s attention – especially a millennial, who is bombarded by messaging far greater than the previous generations – advertising is king.
The 1970s exposed most people to around 500 ads per day – through billboards, the TV, radio etc, whereas, through today’s growth of digital marketing and social media, we are exposed to around 5,000 marketing messages from brands per day.
So, it can be difficult for brands to reach out and grab the attention of the next generation of consumer.
But a recent survey began to isolate millennial consumer habits to discover what makes certain brands popular with millennials.
Ad agency Moosyvlania analyzed data from around 15,000 responses from those aged under 37 (millennials) in order to find out what the favorite brands were.
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Moosylvania CEO Norty Cohen surmised that millennials prefer brands that can do something for the consumer and can make them look good.
There is no surprise that Apple topped the list as a favorite brand – and this is likely due to the dedication to improving consumers’ lives through the innovation of greater technologies.
Samsung – whose kudos shines slightly duller than its biggest rival – hit the third place.
Whereas Amazon takes fifth place due to its convenience and personalized customer service. Indeed, Amazon CEO Jeff Bezos tops the Forbes rich list himself and started Amazon from his house as a humble operation.
The company is now forcing cities to bid to host their second headquarters.
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Google and Microsoft also helped round out the top ten of the millennials’ preferred brands.
While Google’s culture may be more appealing than their services (which may be expected by certain millennials not used to not having computers), millennials care about how employees are treated and about personal growth, which a strong culture shows.
Moreover, Google also appears to try to improve the lives of consumers in professional ways, such as through Digital Garage. Unsurprisingly, the creator of PlayStation, Sony, also made the top ten with its dedication to tech innovation.
Lifestyle brands have also been dubbed as some favorites of millennials. Those with a huge presence don’t just provide a service for consumers but are almost expected to always be there, with their star power and brand image shining as bright as their products.
Nike made it to the second place on the list, due to its reliance on celebrity and influencer power and partnerships with those worth emulating for aspirations and lifestyles.
Target and Wal-Mart also made the top ten (places four and seven respectively).
While many wouldn’t rush to deem either brand high fashion, they do provide a neat intersection between affordability and acceptable style.
Whether they’re as cool as Nike is debatable but they act as strong lifestyle brands.
Coca-Cola made it to number nine on the top ten list with its strong brand recognition and its invasion into almost every facet of life.
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The marketing gimmicks such as the Coca-Cola Christmas truck and the Share a Coke personalized bottles also helped cement Coca-Cola as a strong brand.
Plus, most millennials are too young to remember the New Coke fiasco. Starbucks landed in at number fourteen and offers not just corporate socially responsible Fairtrade and meat-free options but also embarked on a program to send its employees to college.
The top brands that millennials frequent aren’t particularly surprising but they do provide insight for other brands on how to position themselves to appeal to the latest crop of consumers.
The brands that topped the list are those which offer innovation and set trends as opposed to following them, are brands that create a lifestyle for themselves and for their consumers, and brands that don’t follow the status quo but attempt to shake it up and adapt in order to create something unique.
The brands solve simple problems in simple ways and are accessible and mostly affordable for their basic uses. But, mostly, the top brands have the strongest and most cohesive brand images that set the tone for the entire consumer journey.