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With Valentine’s Day in mind and in keeping with the theme of love, we asked our panel of 16-24s to write a love letter to their favourite brand. We asked them to explain the best things about the brand, shared values, how the brand could improve the relationship and what sets them apart from other brands. The attached report includes some of our favourite letters.

Key themes that emerged included affordability, sustainability, quality, customer service and range & inclusivity – with clothing brands appearing the most popular to write to in 2023.

In 2018, there appeared a stronger alignment to technology/digital/travel brands amongst 4Youth, with a heavy focus on the theme of connection – this has now shifted to a greater emphasis on fashion, health & wellness and sustainability.