Barack Obama is the most beloved celebrity by millennials across the U.S. followed by Michelle Obama and Dwayne Johnson, according to MBLM’s BFF Study. The marketing firm created its inaugural BFF Study to complement its annual study of intimate brands, where it discovered media & entertainment brands are now the top industry. However, millennial men and women have differing preferences. Men in the age group ranked more athletes in general and LeBron James first. Women adored Michelle Obama most and preferred entertainers overall.
“This study reveals which living icons we emotionally bond most with and why,” stated Mario Natarelli, managing partner, MBLM. “Just think about the impact these entertainers, politicians, athletes, entrepreneurs and spiritual leaders have on our lives and the products, services, policies and beliefs we buy, use and believe in. In this way, they are undeniably powerful brands.”
The top 10 most beloved celebrities for millennials are:
Top 10 for millennial men:
Top 10 for millennial women:
Other notable findings from the BFF Study include:
This year’s Brand-Intimate Famous Figures (BFF) Study is based on an online survey among 1,003 adults, 18 and older, with quotas established by age, gender and region in order to insure national representation. The survey took place from 10/23/18 through 10/26/18, and the margin of error at the 95% level of confidence is +/- 3.09%.