Most brand communications fail to cut though to youth audience, study suggests

Only 15% of 16-30 year olds can recall a brand communication that “resonated” with them, a survey suggests.

The study – carried out for youth focused media company Lifelounge by Sweeney Research – asked a sample of 1,000 Australians in the age group which brands they remembered seeing advertisements for.

The top brands the surveyed groups could recall were Coca-Cola (9%), Bonds (7%) and Nike (4%).

The recall figure has halved since 2010, when 27% said they could recall messages.