5 Surprising Brands That Have Won a Place in Millennials’ Hearts in 2017

The mysterious millennial mindset: decoded.

Spending more than $65 billion each year and influencing upward of $1 trillion in total consumer spending, it’s no surprise that millennials have captured the attention of marketers near and far. So what’s the secret to winning a place in the hearts of 18-32 year olds?

Public-perception research firm YouGov BrandIndex revealed a list of companies that successfully converted millennial consumers into paying customers in 2017. You may be surprised by some of the brands topping the list:

1. Visa

This year, Visa partnered with StubHub to offer discounts and seat upgrades to consumers who purchase their tickets using Visa Checkout. The financial services brand successfully tapped into the millennial mindset by centering its latest campaign around heartfelt experiences rather than material purchases.

2. Airbnb

More than just products and services, today’s consumers are drawn to a company’s values — and Airbnb has continually demonstrated a commitment to its stated ideals. Airbnb’s CMO, Jonathan Mildenhall, recently set out to cultivate a more diverse creative team, stating that “cultivating a strong group of wide-ranging minds will result in the sort of impactful storytelling that can make positive societal change.” He tweeted out to women and “creatives of color,” urging them to meet with him at the Cannes Lions International Festival of Creativity in June.

3. Spotify

Growing up in the digital age, millennials have come to expect highly personalized ad experiences — and it doesn’t get much more personal than Spotify’s latest campaign, which uses consumer data to call out the most bizarre playlist names created by its listeners. The brand even teamed up with popular musicians Alessia Cara, DNCE and D.R.A.M. to create a hilarious response to a playlist called “Play this at my funeral.”

4. Adidas

This year, Adidas has made a surprising comeback in its ongoing battle with Nike. The footwear brand recently brought back the three-stripe sneaker, which surely struck a nostalgic chord with millennials everywhere. Not to mention, the vintage shoe seamlessly fits into the Athleisure-wear category, today’s hottest style-meets-comfort fashion trend.

5. Indeed

If there was ever any doubt that regularly publishing high-quality content is key to winning over digital-savvy millennial consumers, Indeed has shattered it once and for all. The job search giant’s brand publication is chock full of helpful info for career-seeking employees and talent-seeking companies. Indeed stays on top of the latest topics and trends, giving consumers valuable and relevant content on the reg for a winning marketing strategy.

The best way to reach your target audience, whether that includes the millennial demographic or not, is to keep an eye on the brands that do it best. These five chart-topping brands give you a great place to start.