Youth marketing agency Youth Insight has revealed the top 100 brands loved by Australian youth.
Done in partnership with brand agency Growth Tank, the survey was based on the responses of some 2000 young Australians.
The winners of each category were (with the full 100 in an infographic below):
– Retail and online retail: Woolworths
– Health and beauty: Dove
– Travel: Qantas
– Fast food and restaurant: McDonald’s
– Non-alcoholic drinks: Sprite
– Sports: Nike
– Telecommunications: Optus
– Finance: Commonwealth Bank
– Digital and technology: Google
– Social media an app: YouTube
– General youth: Netflix
– Overall best brand: YouTube
David Willey, founder of Growth Tank commented: “To win with young consumers in 2019, constant innovation, exciting collaborations and staying on top of the trends are paramount. It’s the big name brands that constantly offer something new that keeps them in favour with GenZ, with the biggest innovators and disruptors rising to the top of our survey. Innovation is important to Gen Z and Millennials, who are always on the lookout for something new”.
Cristiano Lima, head of research at Youth Insight, said of the research, “We sought to discover the brands that are most discussed by young people; that are loved or hated; that influence young people’s lives and are actively marketed to young people. We ensure that we cover a wide range of brands, from the large multinationals to the cult favourites, and everything in between.”
A curated list of 1,000 brands was then put to the membership community of Student Edge – which includes more than 1.1 million young people – resulting in a final ranked Top 100.
“When you hear the way our respondents talk about some of their favourite brands, you come to realise that the exchanges they’re having aren’t merely transactional; these brands have leapfrogged their rivals by embedding themselves in the very experience of being a young person,” added Simon Miraudo, editor and head of communications and membership at Student Edge.
“No brand does it better than YouTube, which takes pole position in our survey. YouTube gives users a platform to communicate as well as consume, with the possibility of a celebrity always on the horizon. The allure of becoming a ‘YouTuber’, or engaging with them, allows Gen Z to indulge both their introspective and outspoken sides. On YouTube, they’re the stars, but also, it’s where they feel most heard,” Miraudo said.