If word-of-mouth is any indication of a company's ability to attract the younger generation to work with them, then McDonald's has a clear edge. It is Singapore's most positively talked about brand amongst Millennials, as measured by YouGov BrandIndex’s Word of Mouth metric.
The index measures whether a respondent has discussed a brand with friends or family (whether in-person, online, or through social media) in the past two weeks. They are then filtered by positive Buzz - to sift out those who talk well of a brand – and age, so that only 18-34 year-olds' views are measured.
The top 10 brands Singapore's Millennials talk favourably about:
1. McDonald's (77.4) 2. Grab (74.7) 3. Facebook (69.7) 4. Uniqlo (69.7) 5. Instagram (69.5) 6. Netflix (68.8) 7. Apple iPhone (67.3) 8. Carousell (67.3) 9. Singapore Airlines (66.3) 10. Whatsapp (65.9)
Amongst the Asia-headquartered brands featured are ride-hailing app Grab, retailer Uniqlo, and marketplace Carousell; while social media platforms have a strong presence with Facebook in third, Instagram in fifth, and WhatsApp in tenth.
Ervin Ha, YouGov’s APAC head of data products, said: "McDonald’s continues to be extremely popular with younger Singaporeans, with their affordable meals and viral marketing campaigns. It’s Ramadan advertisement racked up over 1.1m views on YouTube alone, and was even picked up by Buzzfeed."
The rankings also show which brands have experienced the greatest uplift in the positive word of mouth over the past 12 months: