Student Edge releases the WA findings from their 100 Youth Brands report
Giving Western Australian businesses a unique peek into the motives and drivers of the state’s young people, local WA business (with a national footprint) Student Edge has released the WA findings from its 100 Youth Brands report.
Conducted through its research arm YouthInsight, the study asked over 1000 nationally representative Gen Zs about the brands they love (and hate) the most as well as their attitudes and behaviours.
Unpacking the findings based upon location, the study revealed the following about WA’s young people aged 14 to 24*:
– 72% said “once I find a brand I like, I will buy from them for a long time.”
– 48% said they would stop buying from a brand if it didn’t align with their morals or values, such as diversity and inclusivity.
– Local youth are just as likely to use social media as those in other states, however they are less likely to agree to the statement ‘I would buy from a brand that I discovered on social media’, with only 45% saying yes compared to 60% nationally.
– WA youth are less likely to be swayed by online influencers and celebritieries. Only one quarter (25%) of respondents said that they are likely to buy from a brand that partners with influencers, compared to 36% nationally.
The study also identified the brands that West Australian Gen Zs best connect with — revealing YouTube to be the fan favourite for the second time in a row.
Using a love-hate scale, respondents ranked 100 companies taken from an initial 1000+ long list, to show who was the most loved day-to-day.
The top 20 brands for WA (across all categories) are:
YouTube
Google
Netflix
JB Hi Fi
Spotify
Officeworks
Dominos
Krispy Kreme
Nike
Coles
Instagram
Subway
Nando’s
Kmart
San Churro
PayPal
Apple
Woolworths
Google Maps
Adidas
Toni Cundy, senior market researcher at YouthInsight says the results are a direct reflection of the generation’s values. “Those that came out on top did so for very specific reasons. These brands care about the same things this generation does. Authenticity, privacy, transparency, familiarity, diversity and inclusivity are crucial when it comes to building a genuine connection with young people.
“A brand that is authentic and isn’t seen to be trying too hard to impress, will be much more successful in building a relationship with Gen Z.”
“Gen Z is impressed with YouTube’s diverse and dynamic range of content, as well as its ability to amplify a myriad of voices and perspectives. In particular, WA’s youth applauded the platform’s ability to bring people together. It is a safe space where they feel welcome and happy.”
When comparing the local top 20 list to the national list, notable differences included a few food additions — Subway, Nando’s and San Churro, all featuring in the local top 20 (ranked 12th, 13th and 15th respectively) but missing the mark nationally. Instead, large takeaway chains McDonalds and KFC all rank highly in the national Top 20 brand list, but aren’t as popular with WA youth.”
* 107 WA respondents covering all ages and sexes, but not the state by state data may have slight skews / is not 100% demographically representative.