This year over 3,000 young people took part in the Voxburner-led research, with 550 brands shortlisted across 24 categories.
Domino’s was placed first in the fast food and restaurant category for the second year running and 19th overall, followed by PizzaExpress (37th overall); Subway (47th); Nando’s (63th) and Greggs (72nd).
JD Wetherspoon was placed third in the lifestyle and entertainment category and 60th overall. Scream Pubs, Oceana and Walkabout were also shortlisted in the category.
Costa was placed in the retail category and 36th overall.
This year’s list, which was topped by Amazon, also included a host of new entries from the UK’s eating and drinking-out sector, with Franlie & Benny’s a new entry at 75th, while Bella Italia was new at 129th, Jamie’s Italian new at 236; and Zizzi new at 254.
Cafe Rouge, Chiquito, Byron, Five Guys, Handmade Burger Co, All Bar One, Bella Italia, Belushi’s, Giraffe La Tasca, Strada and Las Iguanas were all new entries this year.
Kopparberg came out on top in the alcoholic drinks category followed by Sourz, Smirnoff, Rekorderlig and Jägermeister
Google, Cadbury, Ben & Jerry’s and BBC all retained their place in the top 10 for another year, whilst new entries into were Microsoft and Boots.
When asked what makes a brand appealing, value was name as the key consideration for the second year running. Over two thirds (65%) of 18-24s cited ‘it’s the best value’ as the thing that makes a brand most appealing, up 10% on 2013.
How relatable a brand comes across remains in second (35%), with brand ethics (32%) and product quality (30%) next in line, according to the new research by Voxburner in association with youth communications agency Thinkhouse.
39% want marketing activity to entertain them, after 50%, who want to be informed about the product or service.
The pull of celebrity continues to wane as 54% of 18-24 year olds admit being cynical to marketing activities. Only 3% consider celebrity endorsement important to their purchase decision.
The research found that information remains the key driver for brand interaction. 76% cited ‘to be informed about their services, exclusive offers and loyalty scheme’ as the main reason to follow a brand’s social channels – with 1 in 10 interacting with their favourite brand every day.
Facebook continues as the platform most (54%) 18-24 year olds use to connect to brands, however this was down on 2013 (76%). Twitter and Instagram are still growing in favour but Snapchat has become a real player this year. Watch outs for brands is too much posting (42%) and predictable, boring updates and content (34%) were identified as what is most annoying about brands social presence.
However, 56% are happy to see sponsored content in their social feeds as long as it’s relevant.
When asked if there was one thing they could make brands do, 31% of UK youth answered ‘be more transparent’, with 48% unsure of whether brands are trustworthy at all, and only 28% answering ‘Yes’.
Over half (55%) consider entering personal information a necessary evil, with 14% avoiding it at all costs – linked to 53% not confident that brands are taking the necessary security measures.
Unprompted, UK youth see Google as the number one company they’d like to work for most, with Nike and Apple coming in second and third respectively.
74% believe that in 20 years time they will be more connected, with just under half (45%) predicting brands playing a greater role in their lives.
Emily Cramp, managing director of Thinkhouse, said “Young British people still demand value from brands, but there is a distinct move towards transparency, trust and authenticity. British youth have a positive outlook and want brands to help influence positive change in their world. And despite all, there’s an ambition to be employed by exciting and dynamic organisations that offer opportunity which could apply to every generation.”
This article was published first in M&C Report. To subscribe contact Emily.croft@wrbm.com or call 01293 846578