Generation Y’s Most Trusted Brands
In spite of my recent birthday, I am still a member of the Generation Y demographic, and thus every marketeer wants to be inside my brain (and wallet). Well, The Consumerist, via MediaPost, has put together a brief rundown on which brands are scoring points with the 21–27-year-olds.
According to the research firm that put together the survey, the youngish are drawn to brands that speak to them in a “straightforward and stripped-down way, use plain packaging, and avoid excess,” Personally, we don’t find this surprising as we (and most of the people we know ) are suffering from some sort of extreme marketing exhaustion as a result of being young during the 80s and 90s.
Yup. It’s like I’ve been saying for years, simple works. Create order from chaos. Strip down, and start over. Less is more. When in doubt, don’t — simple brands, like those topping the list, are the ones that connect with our generation, and hopefully with our collective growing up, they will start a trend across all sectors. With any luck, simple branding will become the norm, not the exception.
And finally, the List.
The Most Trusted 15 brands:
- Apple
- Trader Joe’s
- Jet Blue
- In-N-Out Burger
- Ben & Jerry’s
- Whole Foods
- Adidas
- American Apparel
- Target
- H & M
- Levi’s
- Volkswagen
- Converse
- Vitamin Water
- Red Stripe Jamaican beer
Being that we grew up during the Cola Wars, it is interesting to note that not a single soft drink made the list. Also notable, but not surprising, is the number of ‘cult’ brands that made the list. Quite a few retail brands made the list, but not Starbucks or Borders, both of which invest quite heavily into design.
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