Young people are walking away from these once-beloved brands, and their absence is sending shockwaves through the market.
Millennials have spoken, and their wallets are making the decisions. Once-iconic brands that ruled shopping malls and dinner tables are now struggling to stay alive. It’s not just about shifting trends—it’s a total lifestyle change.
Priorities have evolved, spending habits have transformed, and what once felt like a necessity is now seen as outdated, overpriced, or completely irrelevant. As younger generations turn their backs, these brands are fading fast. Here are the biggest names that just aren’t cutting it anymore.
1. Applebee’s is losing its grip on the casual dining scene.
The days of endless appetizers and late-night half-price deals just aren’t enough to keep Millennials coming back. With a growing preference for unique, locally-owned restaurants, fast-casual spots, and healthier options, chain restaurants like Applebee’s feel outdated. Younger diners also aren’t fans of the microwaved feel of the food or the generic atmosphere. When there are so many fresher, more exciting places to eat, why settle for something that feels straight out of 1999?
2. Victoria’s Secret is no longer the queen of lingerie.
Millennials want comfort, inclusivity, and authenticity—three things Victoria’s Secret has failed to deliver. The brand’s outdated beauty standards and hyper-sexualized marketing don’t sit well with a generation that values body positivity and real representation. With brands like Aerie and Savage X Fenty leading the charge with diverse models and comfortable, stylish designs, Victoria’s Secret is struggling to keep up. Sexy is still in, but unrealistic ideals and uncomfortable push-up bras? Not so much.
3. Harley-Davidson can’t convince Millennials to ride.
Once a symbol of freedom and rebellion, Harley-Davidson is struggling to get younger generations on board. Expensive bikes, high maintenance costs, and a shift toward urban living make motorcycles less appealing. Millennials are more likely to spend money on experiences like travel rather than an expensive piece of machinery that requires constant upkeep. Plus, with the rise of electric bikes and scooters, the classic loud-and-proud Harley lifestyle just isn’t what it used to be.
4. JCPenney is fading fast from America’s malls.
Once a go-to for back-to-school shopping and holiday deals, JCPenney is now a ghost town. Millennials don’t have the same nostalgic attachment to department stores that older generations did, and they certainly don’t want to wander through endless aisles of mediocre fashion. With online shopping and trendier, more affordable brands dominating, JCPenney just can’t compete. The struggle is real, and it’s only a matter of time before this once-mighty retailer becomes a distant memory.
5. Budweiser is no longer America’s beer of choice.
Millennials are ditching big beer brands in favor of craft brews, seltzers, and cocktails. Budweiser’s traditional marketing doesn’t resonate the way it once did, and younger drinkers aren’t as loyal to legacy brands. Health-conscious trends are also making people think twice about chugging heavy lagers. When there are so many exciting microbreweries and unique drink options, why stick with something that feels bland and mass-produced? The king of beers isn’t wearing the crown like it used to.
6. Gap is struggling to stay relevant in fashion.
There was a time when everyone had a drawer full of Gap hoodies and logo tees. That time has passed. Millennials have moved on to trendier, more sustainable brands, and Gap hasn’t kept up. Fast fashion is too cheap, and high-end brands feel more stylish—Gap is stuck in the middle with nowhere to go. With its once-iconic basics failing to stand out, it’s no surprise that Millennials are skipping the brand altogether when updating their wardrobes.
7. Campbell’s soup isn’t the pantry staple it used to be.
A can of soup used to be an easy dinner solution, but Millennials are saying no to heavily processed foods. With a stronger focus on fresh, organic, and less sodium-laden options, Campbell’s just doesn’t fit the bill. Cooking habits have changed, and convenience today means meal kits and fresh ingredients, not a can of soup loaded with preservatives. While nostalgia may keep some people buying it, the brand’s long-term future doesn’t look as promising.
8. Macy’s is getting crushed by online shopping.
Another department store giant struggling to survive, Macy’s is feeling the pressure of Amazon, direct-to-consumer brands, and changing shopping habits. Millennials don’t want to spend hours in a department store when they can find what they need online with better prices and free shipping. The outdated layouts, pushy sales tactics, and high prices make Macy’s an afterthought for younger shoppers. Unless it finds a way to reinvent itself, the future isn’t looking bright.
9. Kellogg’s cereals aren’t flying off the shelves anymore.
Cereal used to be a breakfast staple, but Millennials have shifted to smoothies, protein-packed options, and foods with fewer artificial ingredients. Sugary cereals don’t fit into the wellness-conscious lifestyle that many younger consumers embrace. Plus, with busy schedules, many prefer grab-and-go breakfasts over a bowl of milk and cereal. While nostalgia may keep some classic cereals alive, the decline in demand is undeniable, and Kellogg’s is feeling the impact.
10. IBM isn’t the tech powerhouse it once was.
Once the leader in computing, IBM has been overshadowed by more agile and innovative tech giants. Millennials are drawn to Apple, Google, and other forward-thinking brands, while IBM struggles to remain relevant in consumer tech. Even in the business world, its dominance has faded. With younger generations more focused on startups, cloud computing, and cutting-edge innovations, IBM feels like a relic of a past era rather than an industry leader.
11. H&R Block isn’t where Millennials do their taxes.
In the age of digital everything, heading to a physical tax office feels outdated. Millennials prefer the convenience of online tax services like TurboTax or even DIY filing through free government tools. Paying extra for something they can handle in a few clicks just doesn’t make sense. H&R Block may have once been the go-to for tax season, but in a world of automation and instant results, younger generations are leaving it behind.
12. Buffalo Wild Wings isn’t the go-to sports bar anymore.
There was a time when B-Dubs was packed on game days, but younger customers aren’t as interested in overpriced wings and mediocre beer. Millennials prefer craft breweries, gastropubs, and bars with better food and atmosphere. Plus, with streaming services and at-home entertainment options, the appeal of watching games at a chain restaurant isn’t as strong. Without a major reinvention, Buffalo Wild Wings could end up as just another forgotten franchise.
13. Diamond engagement rings aren’t a must-have for Millennials anymore.
For decades, a diamond ring was the ultimate symbol of love and commitment. Millennials, however, aren’t buying into the tradition like previous generations did. With rising costs of living, student debt, and shifting priorities, many couples are opting for alternative gemstones, simpler rings, or skipping the expensive engagement ring altogether. Ethical concerns about blood diamonds and the rise of lab-grown options have also changed the game. The once-mandatory diamond is quickly losing its sparkle.