With their spending power estimated to surpass $3.39 trillion this year, millennials remain one of the most important demographics for brands. With their spending power estimated to surpass $3.39 trillion this year, millennials remain one of the most important demographics for brands.
And that is why, love them, or hate them, if you’re a brand you can’t ignore them.
Ad agency Moosylvania has just released its annual ranking of the ‘Top 100 Millennial Brands.’ This is the sixth year that the company has released such a ranking, based on interviews with over 3,000 people between the ages of 18 to 38.
While a lot of the highest ranked brands from previous years retain the top spots, this year’s list has several significant new additions, including beauty brands like ULTA cosmetics and ELF cosmetics, among others.
“We can tell a lot when we see new brands break through the list,” said Norty Cohen, CEO of Moosylvania. “You’ll see a predominance of retail, fashion, beverage, cars and gaming.”
Here are the top brands according to the survey.
Note: The rankings are Olympic Style, with several ties.
100. Wegman’s
Headquarters: Rochester, New York Place on last poll: N/A Why it’s hot: The supermarket chain has an unbeatable corporate reputation and is known for treating its employees exceptionally well. The brand also has a do-good social agenda, and recently rolled out an app-based service to assist blind shoppers.
100. True Religion
Headquarters: Manhattan Beach, California Place on last poll: N/A Why it’s hot: The denim brand is on the comeback trail post its bankruptcy late last year, and its bet on model and millennial favorite Bella Hadid as its new face seems to be working.
100. REI
Headquarters: Kent, Washington Place on last poll: N/A Why it’s hot: Millennials care about brands with a purpose, and REI’s focus on sustainability and the environment has surely helped it land a spot in this year’s ranking.
100. Patagonia
Headquarters: Ventura, California Place on last poll: N/A Why it’s hot: It’s hard to believe that Patagonia hadn’t figured on the list until this year, but its powerful declaration of war against Trump over national monument plans clearly struck a chord.
100. Monster Energy
Headquarters: Corona, California Place on last poll: 80 Why it’s hot: After soda, energy drinks are starting to see a slump owing to their high sugar content. Millennial consumers are increasingly gravitating toward seltzers instead.
100. Coach
Headquarters: New York City, New York Place on last poll: 43 Why it’s hot: Coach fell down several spots as opposed to last year’s rankings, as consumers are still coming to terms with its rebrand and new identity Tapestry, to better express its new shape as a multibrand entity.
100. Bank of America
Headquarters: Charlotte, North Carolina Place on last poll: N/A Why it’s hot: Under marketing veteran Meredith Verdone, the bank has become more consumer-focused than ever, and has also been able to boost its brand.
98. Zara
Headquarters: Arteixo, Spain Place on last poll: N/A Why it’s hot: The Spanish retailer has been at the forefront of fast-fashion, winning millennial hearts along the way.
98. Chipotle
Headquarters: Denver, Colorado Place on last poll: 56 Why it’s hot: As Chipotle continues to grapple with a string of health safety concerns, its brand has taken a hit compared to last year. Still, it continues to remain a favorite among loyalists.
94. Southwest Airlines
Headquarters: Dallas, Texas Place on last poll: 49 Why it’s hot: The airline has been able to appeal to millennials with programs such as the Music + Ideas Festival. Its also managed to recover from its deadly accident earlier this year, according to YouGov.
94. Hulu
Headquarters: Los Angeles, California Place on last poll: N/A Why it’s hot: As millennials continue to cut the chord, it’s no surprise that Hulu is winning their hearts. The company garnered mainstream and critical acclaim with its dark original series “The Handmaid’s Tale.”
94. BMW
Headquarters: Munich, Germany Place on last poll: 37 Why it’s hot: The German luxury carmaker company is ready to innovate, with plans to take on Tesla with self driving and electric cars.
94. Audi
Headquarters: Ingolstadt, Germany Place on last poll: 95 Why it’s hot: Anticipation is high for the brand’s first fully electric SUV, the Audi e-tron, which will be revealed in a few weeks and will hit showrooms in 2019.
91. Valve
Headquarters: Bellevue, Washington Place on last poll: 60 Why it’s hot: The video-game development company has a huge following on Facebook, and Steam remains the premiere gaming platform for many people.
91. Panera
Headquarters: St. Louis, Missouri Place on last poll: 81 Why it’s hot: Having established itself as both a leader of natural, preservative-free food as well as a digital and tech pioneer, Panera once again features in the ranks.
91. Lululemon
Headquarters: Vancouver, Canada Place on last poll: 89 Why it’s hot: Given the millennial love for athleisure and the fact that Lululemon pioneered the trend, it’s not hard to see why it continues to be a millennial favorite.
89. Pamper’s
Headquarters: Cincinnati, Ohio Place on last poll: N/A Why it’s hot: With older millennials entering parenthood, the Proctor & Gamble brand makes an appearance on the list. The brand has also made itself more digital, redesigning its website and rolling out the Hello Baby Pregnancy Calendar App to cater to new and expecting moms.
89. Cheesecake Factory
Headquarters: Calabasas, California Place on last poll: N/A Why it’s hot: The casual dining chain is not only social media-savvy, but also knows that it must meet its millennial consumers where they want to be met. Last year, it expanded delivery services to half of its US locations through DoorDash.
86. Wendy’s
Headquarters: Columbus, Ohio Place on last poll: 71 Why it’s hot: Wendy’s has never shied away from delivering the heat, not just in its burgers but also online, carving a name for itself as one of the most savage fast-food brands out there.
86. Supreme
Headquarters: New York City, New York Place on last poll: N/A Why it’s hot: The streetwear brand has amassed a cult following, building its brand through partnerships with groundbreaking designers, artists, photographers and musicians.
86. Chanel
Headquarters: Paris, France Place on last poll: N/A Why it’s hot: Luxury brands have found ways to connect with younger people on the back of digital, and Chanel is one of them.
85. The North Face
Headquarters: Alameda, California Place on last poll: 54 Why it’s hot: The millennial-thirst for adventure has contributed to the growth of outdoor brands such as REI, The North Face and Patagonia even more than before.
84. Ebay
Headquarters: San Jose, California Place on last poll: N/A Why it’s hot: Under CMO Suzy Deering, eBay has been able to successfully battle Amazon and maintain its position.
83. Dunkin’ Donuts
Headquarters: Canton, Massachusetts Place on last poll: N/A Why it’s hot: The coffee that America runs on has embarked on a major brand refresh, and plans to unveil 50 US test stores this year that focus on to-go and mobile ordering.
82. Xbox
Headquarters: Redmond, Washington Place on last poll: 65 Why it’s hot: Always on the cutting-edge of innovation, the Microsoft brand has managed to keep millennials hooked onto their gaming consoles.
79. TJ Maxx
Headquarters: Framingham, Massachusetts Place on last poll: N/A Why it’s hot: TJ Maxx has defied conventional wisdom pertaining to the retail apocalypse: it reported same-store sales growth for 21 consecutive years, and early in 2017, it announced plans to open 1,800 stores globally.
79. Frito-Lay
Headquarters: Plano, Texas Place on last poll: 88 (Lay’s) Why it’s hot: The chipmaker continues to innovate on flavor as well as different products, appealing to the millennial palette.
79. Dove
Headquarters: Rotterdam, Netherlands Place on last poll: N/A Why it’s hot: With its continued focus on real beauty, Dove has been able to win millennial hearts authentically.
77. Tide
Headquarters: Cincinnati, Ohio Place on last poll: N/A Why it’s hot: Teens and millennials were biting into Tide’s liquid laundry detergent pods left, right and center this year as part of the “Tide Pod Challenge,” one of the most unintentionally viral marketing campaigns ever.
77. Banana Republic
Headquarters: San Francisco, California Place on last poll: 74 Why it’s hot: Despite several quarters of plunging sales, Banana Republic continues to be a well-recognized brand.
75. Uniqlo
Headquarters: Yamaguchi, Japan Place on last poll: N/A Why it’s hot: The Japanese fast-fashion retailer has charged onto the scene with its focus on design innovation, good quality, affordability and fashion.
75. Acura
Headquarters: Minato, Tokyo, Japan Place on last poll: N/A Why it’s hot: As millennials make investments in houses and cars, the luxury brand of Japanese carmaker Honda has emerged as a favorite.
74. Ross
Headquarters: Dublin, California Place on last poll: N/A Why it’s hot: The store offers cost-conscious Millennials a wide selection of well-known brands at discounted prices, providing customers a treasure-hunt shopping experience that’s hard to replicate online.
73. Hershey’s
Headquarters: Hershey, Pennsylvania Place on last poll: 62 Why it’s hot: The iconic candy company has dropped artificial coloring from its chocolate, and also invested in healthy snacks, appealing to millennials.
71. Torrid
Headquarters: Industry, California Place on last poll: N/A Why it’s hot: The plus-size retailer has made fashion for women of all sizes, and also won some fans with its plus-size Riverdale collection.
72. Meijer
Headquarters: Grand Rapids, Michigan Place on last poll: N/A Why it’s hot: The low-cost superstore has amassed a following with its home delivery and loyalty program.
69. Whole Foods
Headquarters: Austin, Texas Place on last poll: 63 Why it’s hot: Whole Foods is known for its fresh, organic food, and for suggesting healthy recipes to consumers. Now, it has the backing of Amazon and Prime delivery, making it even more attractive.
69. Chick-Fil-A
Headquarters: Atlanta, Georgia Place on last poll: 22 Why it’s hot: Chick-fil-A has always remained a cult favorite, because of its fresh and relatively healthier menu.
68. JCPenney
Headquarters: Plano, Texas Place on last poll: 87 Why it’s hot: While Sears’ and Macy’s struggle, JCPenney has been working hard to execute a turnaround.
65. Ralph Lauren
Headquarters: New York City, New York Place on last poll: 70 Why it’s hot: Years after its launch, Ralph Lauren, and Polo in particular, remains an iconic brand that apparently still captures the hearts of preppy young people.
65. Kellogg’s
Headquarters: Battle Creek, Michigan Place on last poll: 59 Why it’s hot: Millennials may be moving away from cereal, but Kellogg’s hasn’t given up hope. It has gone down the experiential route, opening up a fancy new social media-friendly cereal store in New York City.
65. Guess
Headquarters: Los Angeles, California Place on last poll: 76 Why it’s hot: The beloved American brand has been keeping itself fresh and relevant through partnerships with millennial artists like Ariana Grande.
63. Nissan
Headquarters: Yokohama, Japan Place on last poll: 41 Why it’s hot: Nissan’s futuristic and innovative designs have continued to delight millennials.
63. Dr. Pepper
Headquarters: Plano, Texas Place on last poll: 36 Why it’s hot: Dr Pepper. finished 2017 as the fourth-largest soda brand, and has been appealing to millennials with its role as a sponsor of the College Football Playoffs.
62. Puma
Headquarters: Herzogenaurach, Germany Place on last poll: N/A Why it’s hot: The sleek German shoe wear brand has continued to make inroads into the US through its collaborations, from NBA players to Selena Gomez.
61. Mountain Dew
Headquarters: Purchase, New York Place on last poll: 45 Why it’s hot: Mountain Dew ensures it always remains fresh in consumers’ memory with its crazy and outlandish ads. Remember ‘Puppy Monkey Baby?’
60. Mac
Headquarters: New York City, New York Place on last poll: N/A Why it’s hot: MAC has never shied away from taking a stand, whether it’s promoting inclusivity or standing up for LGBTQ rights — values that millennials hold dear.
59. Kroger
Headquarters: Cincinnati, Ohio Place on last poll: 21 Why it’s hot: The chain has invested heavily in its personalized loyalty program as well as in-store and delivery services using technology.
57. Loft
Headquarters: New York City, New York Place on last poll: N/A Why it’s hot: Ann Taylor’s sister brand Loft, is known for mastering the “new dress code” for young shoppers in the workforce. And it has taken over Ann Taylor, as far as millennials are concerned.
57. Dodge
Headquarters: Auburn Hills, Michigan Place on last poll: 57 Why it’s hot: Data from IHS Automotive ranked Dodge as millennials’ favorite type of car, and we too ranked the Dodge Viper as the most “reliable” midsize sporty car.
56. Aldi
Headquarters: Essen, Germany Place on last poll: 83 Why it’s hot: Aldi offers organic groceries — at a fraction of the price. In fact, it’s cheaper than Dollar General.
55. Vans
Headquarters: Cypress, California Place on last poll: 61 Why it’s hot: Millennials are suckers for nostalgia, something that Vans has been able to effectively promote as a lifestyle brand.
54. Rue 21
Headquarters: Warrendale, Pennsylvania Place on last poll: 92 Why it’s hot: The brand has figured out a way to target budget-savvy young shoppers.
53. Hollister
Headquarters: New Albany, Ohio Place on last poll: N/A Why it’s hot: Abercrombie & Fitch may have faded, but the company’s growth has been driven by continued strength at Hollister is recent years.
52. Bath & Body Works
Headquarters: Reynoldsburg, Ohio Place on last poll: 65 Why it’s hot: Bath & Body Works is yet another brand that has managed to capitalize on nostalgia to push forward, with flavors from the ’90s often making comebacks on its shelves.
51. ELF
Headquarters: California Place on last poll: N/A Why it’s hot: Elf belongs to the new breed of digitally-savvy cosmetics brands that have been able to win consumers by giving them access to high-quality products at lower price points.
50.

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