Moosylvania Top 100

Millennials social distance from old favorites as new brands join their quarantine pods.

For nearly a decade, our annual national survey has given us a clear picture of Millennials’ favorite brands and how and why they adopt them. Then the pandemic hit. After a year of drastic changes, we decided to compare findings from our '20 and '21 survey to see how adjusting to "the new normal" has impacted Millennials’ relationships with their favorite brands.

With 31 brands dropping off the list and 30 new ones taking their place, it’s clear Millennials’ needs and connections have shifted. Let’s break down the results.

'21 vs. '20

2021 Top 100 Brands*

1. Apple 2. Nike 3. Amazon 4. Walmart 5. Samsung 6. Target 7. Adidas 8. Google 9. Sony 10. Coke 11. Microsoft 12. Pepsi 13. Ford 14. Under Armour 15. McDonald’s 15. Starbucks 17. Chick-fil-A 18. Chevrolet 19. Netflix 20. BMW 21. Nintendo 22. Disney 23. Jordan 24. Gucci 25. Taco Bell 26. Toyota 27. LG 27. Mercedes-Benz 29. Kroger 30. Kohl’s 30. Puma 32. Bath & Body Works 33. Dell 34. KFC 35. Hershey 35. Old Navy 35. PlayStation 38. Vans 39. Jeep 40. eBay 41. Burger King 42. American Eagle 43. Aldi 43. Shein 45. Victoria’s Secret 46. Gap 46. Pink - Victoria’s Secret 48. H&M 49. Facebook 50. HP 51. Nissan 51. Ross 53. Coach 54. Tesla 55. Dr. Pepper 56. CostCo 56. Levi's 58. Pizza Hut 59. Lululemon 60. Honda 60. Trader Joe’s 62. Converse 63. Wendy’s 64. YouTube 65. Audi 65. Bank of America 65. Doritos 68. Best Buy 69. Dodge 69. Great Value 69. Mountain Dew 69. Torrid 73. Android 73. Dollar Tree 73. Lexus 73. Michael Kors 77. Sephora 77. Whole Foods 79. Reebok 80. Chanel 80. Chipotle 80. Ulta 83. Calvin Klein 83. Hulu 83. Rue 21 86. Motorola 87. Patagonia 87. Red Bull 87. Subaru 90. Arby’s 90. Dove 90. Nestle 90. Ralph Lauren 94. Acura 95. Champion 95. Nordstrom 95. Roku 95. TJMaxx 99. Kraft 100. Louis Vuitton 100. Monster Energy
*Based on 1,000 Millennial write-in responses. Olympic style ranking.

*Based on 1,000 Millennial write-in responses. Olympic style ranking.

Explore some of the key emerging patterns we've discovered

  In the entertainment game, content is the new MVP

As Millennials have been forced to rely more on at-home entertainment to keep them engaged and connected, their preferences have shifted. In 2021, brands that create or deliver compelling content have stolen the lead from brands and organizations that foster competition and camaraderie.

Brands taken for granted in the past are also coming to the forefront as consumers pay closer attention to brands they depend on in their day to day, especially for watching content (e.g. Android, Dell, Motorola and LG).

TV illustration

  Fitness and footwear brands step it up while fashion and beauty brands step out of the limelight

With more people working from home and unable to participate in social activities, beauty and fashion brands have had to redefine their messaging/focus this year, struggling to stay relevant.

Simultaneously, consumers have experienced a renewed focus on taking care of themselves during a hard year. As a result, fitness and footwear brands that combine comfort, style and support of Millennials’ self-care endeavors are connecting better than ever.

Woman doing yoga illustration

 Automotive brands take off while airlines descend

Despite the decrease in travel and need for transportation in 2020, automotive brands overall still found ways to connect with their consumers. Meanwhile, airline brands have struggled to create the same two-way conversation and experiences amidst challenging travel restrictions, ultimately causing them to drop off the list.

Car key illustration

Our story doesn’t end here

We're still digging into how and why consumers adopted these brands. While you're waiting for the next chapter to drop, check out some of our other Millennial research.

Read More

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