Millennials seem to have an emotional attachment to the smiling cardboard boxes which bring them stuff, at least according to a new study, which ranked Amazon as the second most intimate brand among that demographic. Disney beat out the Seattle-based online retail giant for the top spot.
MBLM, the brand intimacy agency, defines its specialty as “a new paradigm that leverages and strengthens the emotional bonds between a person and a brand.” The new report analyzes the responses of 6,000 consumers and 54,000 brand evaluations in the U.S., Mexico and UAE.
Disney and Amazon were followed by Netflix — which, if we’re talking intimacy, seems to have grabbed millennials by the couch with the viral nature of the slang term “Netflix and chill.”
Apple, Nintendo, Target, Chevrolet, Xbox, Google and YouTube rounded out the top 10.
“Disney resonates with this age group because they grew up with the brand. It has kept up with their changing interests and now includes popular franchises like Star Wars and Marvel. Disney is also a mainstay for young families,” Mario Natarelli, MBLM’s managing partner, said in a news release. “Interestingly, five out of the top 10 brands for millennials are in the media and entertainment industry, which we believe reflects the prevailing mood of escapism and the need for respite.”
Amazon placed first in the 2015 report, followed by Apple and PlayStation. The new report will be released on Jan. 18.
