Australia’s Top 100 Youth Brands Revealed! YouTube Takes The Number One Spot

Australia’s Top 100 Youth Brands Revealed! YouTube Takes The Number One Spot

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

Screen Shot 2019-05-27 at 9.25.00 am

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.

Please login with linkedin to comment

Generation Z Growth Tank Youth Insight YouTube

Latest News

Klarna Launches Carbon Footprint Insights For 90 Million Customers
  • Marketing

Klarna Launches Carbon Footprint Insights For 90 Million Customers

Klarna has announced the launch of CO2 insights for all shopping purchases as part of its one per cent pledge, involving the donation of $10 million to initiatives supporting planet health. The new feature aims to democratise access to unbiased climate impact information for consumers at no cost or judgement, as a first step to […]

Will AR Get Rid Of Shop Changerooms?
  • Technology

Will AR Get Rid Of Shop Changerooms?

Could AR be the new way of trying on clothes? It would certainly beat dodgy changerooms with broken locks.

by B&T Magazine

B&T Magazine
Purpose, Or Is It Porpoise?
  • Opinion

Purpose, Or Is It Porpoise?

In his latest guest post, B&T regular Robert Strohfeldt skewers marketers’ latest buzzword – purpose… I used to flick through the various newspapers cartoons each day – reckon it would be tough trying to create a cartoon each day, based on a major news story, that is both funny and insightful. Since the PC mob […]


by B&T Magazine

B&T Magazine
MILO Cereal Launches ‘Beast Mode’ Campaign Via Connecting Plots
  • Campaigns

MILO Cereal Launches ‘Beast Mode’ Campaign Via Connecting Plots

MILO Cereal has launched its first major marketing campaign for its newly launched Protein cereal, via independent creative communications agency Connecting Plots. Building on MILO’s brand message of fuelling active kids, the new campaign platform, ‘Beast Mode – Activated’, evolves the master brand’s focus on team sports. This aims to celebrate how MILO Protein helps […]