Have you ever wondered why brands endorsed by celebrities are perceived as “cool” among young people? According to a survey conducted by YPulsa, a youth research organization, 69 percent of people between the ages of 13 and 39 are more likely to buy brands that are considered cool.
It is only in today’s social media age that brands can gain instant recognition and popularity through their association with celebrities. Here are the details of the survey and the brands chosen by young people.
Survey: Which brands do young people prefer?
The survey found that brands associated with celebrities stand out more for consumers aged 18 to 24 than for younger or older consumers. MaryLeigh Bliss, YPulse’s chief content officer, explained that when a celebrity launches a brand, it instantly gives it “cool” status because of the popularity that comes with it. However, standards are still high, and consumers aged 18 to 39 have a high affinity for high-quality and inclusive brands.
|Savage x Fenty
The survey also revealed that the top brands for 13 to 17-year-old consumers are TikTok, Nike, and YouTube. For 18 to 24-year-olds, the top brands were Nike, Fenty Beauty and Jordan. For 25 to 39-year-olds, the top brands were Nike, Savage x Fenty and YouTube.
For Gen Z and Millennials, brands that follow trends and try new things are more likely to be seen as cool. For example, YouTube has enabled video content creation, and Fenty Beauty has embraced inclusivity. Nike has made athletic wear cool and continues to keep up with trends through metaverse activations and collaborations with luxury brands.
It’s worth noting that 13-17-year-olds are more likely than older age groups to say that diversity and inclusion efforts show that a brand is cool. The number one cool brand, Nike, has become the gold standard for athleisure and is considered a luxury brand by young consumers.
The survey also highlighted the importance of innovation in making a brand cool. Apple’s regular innovation means that the products in its ecosystem remain cool, and the brand is highly respected among different groups, including parents, people of color, and LGBTQ respondents.
In summary, young people are more likely to buy brands endorsed by celebrities, and brands that keep up with trends and try new things are considered cool. Nike, Fenty Beauty, and Apple are some examples of brands that have successfully created a halo effect of ‘coolness’ among Gen Z and Millennial consumers.
Featured image credit: Kristian Egelund / Unsplash