In a measure of the average millennial’s emotional attachment to brands, Apple reigns supreme.
A recent study analyzed more than 54,000 brand evaluations from 6,000 consumers. The study, which spans 15 industries, found that Apple has attracted the strongest emotional bond with millennials. Disney ranked as the second most intimate brand for millennials, followed by YouTube.
The study dug into the data and broke it out by age groups, and found that people between the ages of 18 and 24 (not considered millennials by this survey) still voted Apple as the brand they’re most emotionally bonded with. It was followed by Amazon, YouTube, PlayStation, and Starbucks.
The study looked solely at the emotional bond consumers have with companies. “Brand intimacy”, as it is called, “leverages and strengthens the emotional bonds between a person and a brand,” which could ultimately lead to strong sales and brand loyalty, according to study authors.
In fact, study authors said most intimately connected brands generate billions more in revenue and profits compared to those that have less of an intimate connection with customers.