YouTube voted as Australia’s leading youth brand

This year’s Youth Marketing Australia conference saw YouTube announced as the nation’s leading youth brand, with so many young Australians on the video platform, we can see why this brand was dubbed the most loved by Australia’s youth. Other winners included the likes of Woolworths, Qantas, CBA, Google, McDonald’s, Sprite and Netflix to name a few.

Following the hugely successful YMA conference held in Melbourne on Friday and Saturday (24th and 25th May 2019), Growth Tank’s partnership with Youth Insight presented an exclusive study, uncovering a unique piece of research, the Top 100 Youth Brands Report.

Surveying over 2,000 Australians aged 14- 24; this provided an honest look at their most loved brands. The study looked at which brands Australia’s young people love the most and which brands really impact their lives. The research included brands across several different categories from retail to social media.

The winners of each category are:
– Retail and Online Retail: Woolworths
– Health & Beauty: Dove
– Travel: Qantas
– Fast Food & Restaurant: McDonald’s
– Non- Alcoholic Drinks: Sprite
– Sports: Nike
– Telecommunications: Optus
– Finance: Commonwealth Bank
– Digital & Technology: Google
– Social Media & App: YouTube
– General Youth: Netflix
– Overall best brand: YouTube

Says David Willey, founder, Growth Tank: “To win with young consumers in 2019, constant innovation, exciting collaborations and staying on top of the trends are paramount. It’s the big name brands that constantly offer something new that keeps them in favour with GenZ, with the biggest innovators and disruptors rising to the top of our survey. Innovation is important to Gen Z and Millennials, who are always on the lookout for something new.”

Says Cristiano Lima, head of research at Youth Insight: “We sought to discover the brands that are most discussed by young people; that are loved or hated; that influence young people’s lives and are actively marketed to young people. We ensure that we cover a wide range of brands, from the large multinationals to the cult favourites, and everything in between.”

A curated list of 1,000 brands was then put to the membership community of Student Edge—which includes more than 1.1 million young people—resulting in a final ranked Top 100.

Says Simon Miraudo, editor and head of communications and membership at Student Edge: “When you hear the way our respondents talk about some of their favourite brands, you come to realise that the exchanges they’re having aren’t merely transactional; these brands have leapfrogged their rivals by embedding themselves in the very experience of being a young person.

“No brand does it better than YouTube, which takes pole position in our survey. YouTube gives users a platform to communicate as well as consume, with the possibility of a celebrity always on the horizon. The allure of becoming a ‘YouTuber’, or engaging with them, allows Gen Z to indulge both their introspective and outspoken sides. On YouTube, they’re the stars, but also, it’s where they feel most heard.”

For more information, visit the website here.