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
*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).
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.
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.
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.
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