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YouTube, Woolworths, McDonald’s: Young Aussies' top brands revealed

Young Aussies are prioritising value for money when they shop as the cost living bites.

YouTube, Woolworths and young Aussies
YouTube and Woolworths were among the top brands for young Aussies. (Source: Getty)

YouTube has been named the top brand for Gen Zs for the third year running, beating out rival entertainment brands like Spotify and Netflix.

New research has revealed the top 100 brands for young Aussies, with household names like Woolworths, Coles, McDonald’s and Kmart also making the cut.

The YouthInsight research found value for money was one of the top priorities for Gen Zs when it came to where to spend their hard-earned cash.

This cohort were also looking for brands that produced high-quality products, were ethical, used sustainable product development, and offered student discounts, the survey of more than 1,000 people aged 14-24 found.


“Brands championing ethical values, inclusivity, affordability, and convenience consistently occupy the top positions,” YouthInsight research director Dr Anna Denejkina said.

“Innovation, integrity, and the delivery of high-quality products remain paramount for Gen Z - our largest generation, comprising around 20 per cent of Australia’s population.”

The data comes as cost-of-living pressures force many Aussies to cut back on their discretionary spending, with 90 per cent of Gen Zs saying they had tightened their budget.

Gen Z also reported being the most financially stressed generation, Finder research found, with 70 per cent saying they were feeling the pinch. This is compared to 60 per cent of Gen Y, 45 per cent of Gen X and 29 per cent of Baby Boomers.

Top 10 brands

YouTube was the top brand overall, followed by Spotify, Google, Woolworths, Kmart, Netflix, Instagram, Coles, Google Maps and McDonald’s.

The YouthInsight report also named winners across specific categories:

  1. Retail: Woolworths

  2. Health and Beauty: Dove

  3. Food, Restaurant and Takeaway: McDonald’s

  4. Sports and Fitness: Nike

  5. Telecommunication: Telstra

  6. Banking, Finance and Insurance: Commonwealth Bank

  7. Entertainment: YouTube

  8. Apps and Social Media: Instagram

  9. Fashion: Cotton On

  10. Technology: Google

Woolworths, McDonald’s and Cotton On were specifically noted for offering customers the ‘best value for money’.

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