Youth 100 USA 2015: winners revealed


YouTube has been voted the number one brand in Voxburner’s Youth 100 research report, the most loved brands according to 16-24s in the USA. This is the first time Voxburner have run the study in the US, following three years in the UK where the Youth 100 has grown to become a much-anticipated piece of research, revealing the current sentiment of young consumers towards the brands in their lives.


Google, Amazon, Netflix and Oreo all made the the top 10 youth brands, as revealed at Voxburner’s Youth Marketing Strategy conference this week. Winners were announced across 12 sector categories. We’ve seen that to be a successful youth brand it appears you must be able to answer yes to one or more of these questions:

  • Do you make young people’s life easier?
  • Do you make young people’s life more fun?
  • Do you save young people money?

Scan down our category winners list and marvel at how many are ticking these criteria.


OVERALL WINNER: YOUTUBE
FASHION: NIKE
FAST FOOD & RESTAURANTS: SUBWAY
GROCERY & SNACKS: HERSHEY’S
HEALTH & BEAUTY: COLGATE
INTERNET, MOBILE & APPS: YOUTUBE
MEDIA & ENTERTAINMENT: NETFLIX
MONEY & FINANCE: VISA
NON-PROFIT: MAKE-A-WISH FOUNDATION
RETAIL & ETAIL: AMAZON
SOFT DRINKS: GATORADE
TECHNOLOGY: SAMSUNG
TRAVEL & LIVING: AMERICAN AIRLINES
 

We’ve learned a lot about young people from this research. They have more mainstream ways than we are often led to believe - the young person presented through the media is rarely the moderate, aspirational 16-24 year old that we know. We’ve also seen that to be a successful youth brand you must be able to do at least one of three things: make young people’s life easier, more fun or save them money. If you scan down the Youth 100 list, it’s amazing how many brands are ticking these criteria.
— Simon Eder, Founder of Voxburner
When you use it literally several times every day, of course it’s going to be the top two on the list! YouTube and Google are real brands that deliver real function; in fact, these brands have affected our lives more than any other. I suspect that many young adults don’t even see them as ‘brands’ in the traditional sense but rather as something much bigger that can’t be boxed in by the term.
— Clint! Runge, Co-Founder and Managing Director of Archrival

Over 1,500 young people in the USA told us how they feel towards brands, rating their feeling towards the brands from a choice of: love / like / no feeling / dislike / hate. These top brands are those that achieved the highest combination of loves and likes.