“A recent survey conducted by Outlaw Consulting, a San Francisco research firm, concluded that Generation Y trendsetters are more drawn to brands that speak to them in a “straightforward and stripped-down way, use plain packaging, and avoid excess,” says Holly Brickley, an Outlaw strategic analyst,” Kevin Ransom reports for MediaPost.
“Outlaw surveyed 100 of what it calls its ‘most forward trendsetter panelists’ in New York City, Los Angeles, San Francisco and Miami, asking them which companies they most respected, and why,” Ransom reports. “The sample mostly targeted the first wave of Gen Y consumers, aged 21-27. The goal was to compile a ‘Trust Index’ of brands that evoke ‘deeply positively feelings’ among the trendsetters.”
The Most Trusted 15 brands named by the trendsetters in the survey were:
2. Trader Joe’s
3. Jet Blue
4. In-N-Out Burger
5. Ben & Jerry’s
6. Whole Foods
8. American Apparel
10. H & M clothing stores
14. Vitamin Water
15. Red Stripe Jamaican beer
“The survey was conducted in late 2006, before Jet Blue got a load of bad publicity when one of its planes sat on the tarmac for several hours and wouldn’t allow passengers to leave the plane,” Ransom reports. “The bottom line, concluded the survey, is that any company that is inconvenient or confusing, or that used over-designed imagery, is seen as out of touch and too ‘corporate.'”
Full article here.
Apple seems to be quite well-positioned for the future. Some other companies that are absent from the list, not so much.