THE UNIDAYS AFFDEX
REPORT 2019
The UNiDAYS AFFDEX is the world’s leading source of data on student brand affinity. Providing definitive affinity scores for hundreds of brands across industries.
The AFFDEX is a fundamental tool for brands seeking to understand and win market share with this vital audience. UNiDAYS also offers tailored programmes for individual brands to help them excel in building affinity with students, one of the core Gen Z segments.
About the AFFDEX
The AFFDEX has been formed from large scale survey activity from April to May 2019. UNiDAYS utilised its 3M+ student panel in the United Kingdom and 4M+ student panel in the United States to form an authoritative analysis of brand affinity across a dozen industries amongst students.
Nike holds an impressively dominant position in its industry in both the United States and the United Kingdom, although its number one competitor, Adidas, puts up a strong fight, taking the fifth highest score in each country. As can be seen in figures 5 and 6, Netflix holds a decisive affinity advantage in TV/Film/Video in the UK and even more so in the USA. Meanwhile, Instagram holds an equally strong affinity score on both sides of the Atlantic, convincingly topping the Social Media industry.
Some Affinity Drivers are common to all industries such as ‘a brand I trust’, ‘ethical’, ‘a brand recommended by people I trust’, and other Affinity Drivers are bespoke to their specific industries. Similarly Availability Drivers vary based on industry, with those such
as location, affordability and range relevant for Luxury Fashion, but not Social Media.
The audience were invited to score brands in each industry on their strength in relation to these. They were also asked to rank the Affinity Drivers by their importance to them. UNiDAYS provides the whole picture down to brand level. Although the stated importance of common Affinity Drivers varies by industry, it’s widely reported that Gen Z care strongly about how ‘ethical’ brands are. However, Figure 7 shows that this might not be the case across most industries.
This is most pronounced in the United States where regardless of industry, Gen Z declare themselves almost uniformly unmoved by the ‘ethical’ notion.
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Insight Team Ltd 