Champion Brand Customer Audience

Part
01
of two
Part
01

Non-Clothing Brands: Generation Z

The five most preferred non-clothing brands among male Gen Zers in the US are Netflix, Google, YouTube, PlayStation, and Nintendo.

FINDINGS

RESEARCH STRATEGY

In order to identify the most preferred non-clothing brands among Gen Z men in the US, we prioritized business news websites such as Business Insider, Forbes, and Marketing Dive. These websites had abundant information on Gen Zers in the US, but none of them focused on male Gen Zers alone. We then looked at the studies they cited. After going through surveys/studies by Piper Jaffray and Morning Consult, we found a list of the brands than Gen Z men in the US love. We included Nike because while it sells clothing, it is mainly known for its footwear.

We mainly relied on a study by Marketing Consult because it was done in 2019 and surveyed the most Gen Zers. This study surveyed thousands of Gen Zers in the US and created an index to determine which brands they prefer. The Index is based on metrics such as Favorability core, the "percentage of consumers with a favorable opinion of the brand," Trust Score - consumers who "trust the brand to do the right thing," Community Impact Score - the percentage of consumers who believe the "brand has a positive impact on their local community," and Net Promoter Score - consumers likely to promote the brand. The total score formulated from these metrics is 400.
Part
02
of two
Part
02

Non-Clothing Brands: Millennials

As of 2019, the brands that millennial men in the US feel most connected to are Xbox, PlayStation, Spotify, Snapchat, and Intel. More information on these brands has been outlined below.

FINDINGS

  • A 2019 study by The Brand Intimacy Agency revealed that the non-clothing brands that US millennial men feel most connected to, and therefore prefer, are Xbox (72.7), PlayStation (66.2), Spotify (36.6), Snapchat (30.4), Intel (28.4), and Venmo (28.3).
  • The study was done in 2018 and revealed a different result. During this period, US millennial men felt more connected to Apple (101.6), Nintendo (81.6), YouTube (78.3), Google (75.4), PlayStation (66.9) and, Xbox (64.9).
  • Other brands from the 2018 study include Samsung (59.3), HBO (54.1), Disney Parks (50.7), CocaCola (47.6), Netflix (45.4), and ESPN (42.9).
  • In 2017, the study was also carried out, but it highlighted a similar result. US millennial men connected more with Nintendo (86.9), PlayStation (81.8), Xbox (71.6), Harley Davidson (65.6), BMW (63.4), Apple (63.2), Amazon (62.3), WWE (58.2), and YouTube (54.8).
  • The favorite personal care brands among US millennial men are Old Spice, Dove Men, Gillette, Head & Shoulders, Axe, Degree, Irish Spring, and Nivea Men.

RESEARCH STRATEGY

We began our research by prioritizing news platforms like Business Insider and Forbes. These websites had sufficient information on millennials, but nothing was provided on millennial men specifically. We switched gears and attempted examining intelligence databases such as Statista. Although Statista provided the most preferred brands by US millennial men, their focus was on clothing brands. We decided to explore marketing-focused publications including HypeBeast. While these websites had no information on the most preferred non-clothing brands by millennial men, they referenced several studies done on this cohort. A deep dive revealed a study by MBLM which had filters that allowed us view to data on men alone.

MBLM, in collaboration with Praxis Research Partners, surveyed about 2,000 US consumers to understand the extent to which these individuals "have relationships with brands and the strength of those relationships from fairly detached to highly intimate." Due to the lack of information on brand preference on the public domain, we relied on the study even though nothing about brand preference was mentioned. Screenshots showing the filters we used on the website have been provided in this document.
Sources
Sources