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YouTube 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 favorably 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, favor 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 favorably:
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