In 2013, Influential BrandsTM conducted the most comprehensive study on Generation Y in Singapore. Entitled “INSIGHTS TO GEN Y’S BUYING BEHAVIOUR & THEIR PREFERRED BRANDS”, the study identified the most influential and preferred brands across 3 sectors: Food & Beverage, Fast Moving Consumer Goods, Fashion and Accessories. More than 1,000 respondents were interviewed via a face-to-face interview and online in the first quarter of 2013.

The coverage of the study includes Brand Awareness, Brand Perception, Attributes influencing shopping decision process, Spending Power, and Marketing and Communications including Social Media impact to the Generation Y in Singapore.