Mastercard, Peugeot and Barilla are the most vital brands in Q1 2025

The study examines on a quarterly basis how young and young-at-heart target groups perceive brands in terms of their vitality and youthfulness. The so-called Youngstar Score is made up of three evaluation dimensions: Brand image, commercial and before-and-after comparison of brand impact. In this wave, it became particularly clear what influence a single commercial can have on brand perception.

For example, Peugeot, which was ranked fifth in terms of youthfulness before the commercial was viewed, was able to move up to second place thanks to a commercial that was perceived as particularly youthful. The ad was rated as the most youthful of the current wave and significantly changed the attributes attributed to the brand: modern (+21%), powerful/energetic (+12%), innovative/new (+20%) as well as active, original and vital. However, characteristics such as traditional, down-to-earth and conservative were attributed to Peugeot significantly less often according to the commercial. Brand awareness among young respondents was 84%, regardless of the commercial.

This year's quarterly winner Mastercard also benefited greatly from the commercial: the brand was perceived as youthful by +14% of respondents as a result of the commercial. The association with entertainment also improved significantly, namely by 11 percentage points. Attributes such as down-to-earth, traditional and elitist, on the other hand, declined. Mastercard generally performed very well in terms of brand awareness. Even before the respondents were able to see the current commercial, brand awareness was at 87%, 96% of them perceived Mastercard positively or at least neutrally and for 76% of those in the know, Mastercard (rather) conveyed vitality.

With 84% awareness, Barilla is also well anchored in the minds of the young respondents. The brand in third place shows a particularly harmonious development in the before-and-after comparison. The values for tradition, originality and vitality were consistently supported by the commercial. Barilla made the biggest gains in the areas of originality (+9%) and entertainment (+11%).

For the past 14 years, the Goldbach Austria Youngstar Study has conducted a quarterly survey of which brands are perceived as particularly vital, modern and youthful by the young and young-at-heart target group in Austria. A total of 40 brands are evaluated each year. In August 2025, the overall winner of the year is finally chosen at the Goldbach Summer Festival and presented with the prestigious Goldbach Youngstar Award.