A recent survey by Outlaw Consulting revealed that Generation Y trendsetters prefer brands that present themselves in a straightforward way, and that Apple Inc. was at the top of their list. MediaPost reports that the survey, which included 21 to 27 year old consumers, are more drawn to brands that are presented in a simple way and use plain packaging.
Holly Brickley, an Outlaw Consulting strategic analyst, noted that respondents preferred companies that stress simplicity. One respondent commented "Appleis computers and iPods are so clean and simple and easy to use. No excess."
The top ten companies on the Generation Y list include:
- Trader Joeis
- Jet Blue
- In-N-Out Burger
- Ben & Jerryis
- Whole Foods
- American Apparel
- H & M clothing stores
The survey concluded that any company that presents itself in an inconvenient or confusing way, ships products that are inconvenient and confusing to use, or use overly designed imagery are out of touch and "too corporate."