These are the 25 brands that millennials love the most

Business InsiderYouTube was the most-loved brand overall.
  • Market research firm Morning Consult released a list of millennials‘ top 25 beloved brands.
  • Many of the top-rated brands were tech companies, including YouTube,Google,Netflix, and Amazon.
  • Budget-friendly retailers such as Dollar Tree and Target also appeared in the ranking.

For the past decade, experts have been trying to decipher the shopping habits of millennials.

These budget-conscious, sustainability-driven consumers have different priorities than the previous generation, which has created a big shift in brand marketing.

Market research firm Morning Consult recently released a report that dives into the values and ethics of these shoppers to find out more about what they expect from the brands that they shop.

As part of this, the company surveyed a pool of adults aged between 18 and 29 years old and asked them to rate over 1,000 brands based on how favourably or unfavorably they viewed them. Each brand on the list was evaluated by 12,000 consumers on average.

The results showed that overall, tech companies such as YouTube, Google, Netflix, and Amazon were most loved by millennials.

Surprising, the top retailer was Dollar Tree, a dollar store that sells a mix of household goods, clothing, seasonal items, and a limited selection of food.

This budget-friendly chain plays into the idea that millennial customers, who were brought up during the recession, favour a bargain over anything else. Because of this, they are often prepared to sacrifice on the shopping experience. Home Depot and Target were the only other retailers to feature in the top 25 of Morning Consult’s list.

Perhaps most surprisingly of all, Subway was the only fast-food chain to appear on the list. The company has struggled in recent years, and sales have slowed as a result. In an effort to refresh itself, the company launched a makeover effort last year, transforming certain locations and adding premium items to the menu.

Take a look at the full list below. The percentages reflect the proportion of those surveyed who view each brand favourably:

Most loved brands by young adultsBusiness Insider

21. (tie) Walt Disney

Matt Stroshane / Stringer / Getty Images

Rating: 64%

21. (tie) Subway


Rating: 64%

21. (tie) LEGO

Rating: 64%

21. (tie) Visa

Thompson Reuters

Rating: 64%

21. (tie) Dove

Rating: 64%

19. (tie) FedEx

Justin Sullivan/Getty Images

Rating: 65%

19. (tie) Tostitos

Rating: 65%

17. (tie) Pillsbury

Sydney Kramer/INSIDER

Rating: 66%

17. (tie) Samsung

Hollis Johnson/Business Insider

Rating: 66%

11. (tie) Target

Jonathan Weiss / Shutterstock

Rating: 67%

11. (tie) Home Depot

Joe Raedle/Getty

Rating: 67%

11. (tie) Microsoft


Rating: 67%

11. (tie) Warner Bros Entertainment

Rating: 67%

11. (tie) Nike


Rating: 67%

11. (tie) Kellogg

Rating: 67%

10. Colgate

Rating: 68%

8. (tie) Dollar Tree

Business Insider/Hayley Peterson

Rating: 69%

8. (tie) UPS

Kevork Djansezian/Getty Images

Rating: 69%

6. (tie) Hershey

Rating: 71%

6. (tie) Pixar

Disney / Pixar

Rating: 71%

5. Sony

Rating: 72%

4. Amazon

Rating: 74%

3. Netflix

Denys Prykhodov/Shutterstock

Rating: 80%

2. Google


Rating: 81%

1. YouTube

Ink Drop/Shutterstock

Rating: 82%

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