As much as we hate to fall back on sad concepts such as “Gen Y”, Reader Plaid sent us an interesting list of the top 15 most trusted brands among new consumers aged 21-27. 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.
Plaid says, “I have to admit, I do prefer many of the brands on the list. However, as a marketing minor in undergrad, I’m kinda appalled that I’ve fallen for their marketing schemes.” It’s OK, buddy. Those Red Stripe commercials are too awesome to resist. Plus, the beer is good. Brand list inside.
The Most Trusted 15 brands named by the trendsetters in the survey were:
Apple
Trader Joe’s
Jet Blue
In-N-Out Burger
Ben & Jerry’s
Whole Foods
Adidas
American Apparel
Target
H & M clothing stores
Levi’s
Volkswagen
Converse
Vitamin Water
Red Stripe Jamaican beer
—MEGHANN MARCO
Reign Of The Plain: Survey Finds Gen Ys Prefer Brand Simple [MediaPost]
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I’m at the younger end of the “Gen Y” range, and this fits pretty well for me-
Apple – fangirl, no lies here
Trader Joe’s – they basically get my entire paycheck
Jet Blue – they don’t fly where I go, but I would if given the chance
In-N-Out Burger – frequent customer
Ben & Jerry’s – I’ve got a couple pints in my freezer
Whole Foods – There aren’t any around here, but I have nothing against them.
Adidas – meh
American Apparel – the products I have from them are good quality
Target -
H & M clothing stores – never heard of ‘em
Levi’s – wearing a pair right now.
Volkswagen – I don’t drive
Converse – I’m over them
Vitamin Water – meh
Red Stripe Jamaican beer – never had it
so it’s half right
I’m Gen-y, so how come I don’t even know half the things on that list. I’m oging to have to google it. I haven’t flown since Jet Blue started. I have an iPod, but I don’t like/trust Apple (seen too many of them break at work). I’ve purchased from Target twice in the last five years. I prefer Mayfield to Ben and Jerry’s, Honda to VW, Rockport over Adidas and Converse.
Most of the rest, I’ve never heard of.
Do I have to turn in my Gen-Y Card now? Or, like a bunch of others here, do we unite and say this list is a bunch of hooey!
American Apparel – you gotta love a founder that masturbates whenever and in front of whomever he likes. Or so Gawker told me.
I’m still waiting for someone to adequately explain to me the appeal of Jamaican Red Stripe to 21-27 y.o.’s. Is ironic detachment involved somehow? (Or am I thinking of my own cohort, Gen X? I mean, why else did I spend the 90s drinking Manischewitz?)
Let me also register my disappointment in the Young People Of Today in their “trusting” Whole Foods.
Red Stripe? Are you fucking kidding me?
Gen-Y consumes micro brewskies.
These guys clearly weren’t even trying.
@n1ckel5:
have to agree with that. Microsfot had a great ad for Vista, unfortunately (or maybe fortunately considering how it works) I only saw the ad ran once.
21 yr old, Massachusetts opinion:
Apple – I like them from experience.. Reliable, virus free, and very smooth
Trader Joe’s – they’re alright.. not much selection
Jet Blue – never used, probably would
In-N-Out Burger – my friends say great things, but I’ve never been to one.. not around here
Ben & Jerry’s – good ice cream, but too fatty
Whole Foods – high prices, good products, I support them
Adidas – almost as bad as nike.
American Apparel – no opinion.. I don’t even know what they sell
Target – I like them because they arent walmart and their cheap and they have awesome products.. geared towards us because its things we like for cheap… why not?
H & M clothing stores – huh?
Levi’s – no thanks… I prefer Lucky or better yet a cheap thrift store that isn’t the Salvation Army
Volkswagen – I’m considering buying one, but I trust Honda’s and Toyota’s more.
Converse – Aren’t they owned by Addidas or Nike now?? Used to support, not anymore
Vitamin Water – Propel is much much better…
Red Stripe Jamaican beer –
As a fellow Gen Y, I agree with the feelings above. I am in a graduate class looking at Gen Y and wondering what brands people are passionate about. Do you mind sharing with me?