Which brands resonate the most with millennials? Well, they feel the strongest connections to Apple, Nike, Coke, and Adidas – all brands which predate the demographic – according to Concentric Marketing research. “It is likely that they have interacted with these branded products in some way their entire lives and their loyalty to products introduced to them by their parents remains as they transition into making independent purchasing decisions,” the report says. And nearly 85% of students generally feeling positive about advertising, with 20% feeling it helps them learn about new products, and another 24% saying that advertising made a brand seem more credible. Almost two-thirds indicated they pay as much or more attention to advertising as their parents. “This is contrary to many studies that infer they are a generation that has tuned out,” says Concentric.