What Brands Do Millennials Feel Most Connected To?

MBLM has released a portion of its annual Brand Intimacy 2019 Study, which studies brands based on emotions. 

Brand Intimacy is a measurement of the emotional bonds between a person and a consumer brand.

This year’s report found that YouTube ranked as the most intimate brand among millennials, followed by Apple and Netflix. This year’s Top 10 also includes Disney, Nike, Target, Xbox, PlayStation, Google and Walmart. Millennial men chose Xbox, PlayStation and Spotify as their Top 3 brands while millennial women selected Target, Amazon and Disney.

"YouTube ranked 10th with millennials just two short years ago and has steadily made its way to the top," says Mario Natarelli, managing partner, MBLM. "The brand has demonstrated an ability to entertain a diverse millennial audience through its extensive content. It is also continuing its expansion of services, including the launch of YouTube Music in 2018, as it finds new ways to connect with consumers. Millennials, in particular, bond strongly with the media and entertainment industry, and YouTube is doing a good job at building a brand that caters to the wants and needs of this audience."

In the 2018 study, Apple ranked first, followed by Disney and YouTube. The results of the survey are based on 56,000 brand evaluations across 15 industries in the U.S., Mexico and UAE. The full Brand Intimacy 2019 Report will be released on Feb. 14.