A new study has found what brands are favored among Gen Z—and the result is no surprise.
- Morning Consult conducted a survey of 26,000 Gen Z adults—ranking brands by a “somewhat” or “very” favorable opinion of each.
- YouTube was the highest ranked brand at 86.23%.
- Google was next with 83.87%.
- Followed by Netflix with 82.18%.
- Amazon with 80.28%.
- Gen Z seems to also favor food and big retail companies with M&Ms, Doritos, KitKat, and Oreo, plus Amazon, Walmart, and Target all falling in the top 10 brands.
Why it’s news
Gen Z is typically referred to as the technology generation.
Considering it was the first generation to grow up immersed in technology, Internet, and social media it is no shock that most of the favored brands fall into those categories.
Compared with millennials, Gen Z is much more likely to favor chatting service Discord, TikTok, Crocs, Snapchat, and fast fashion brand—Shein.
The survey also reveals which brands are most popular with Gen Z adults relative to U.S. adults overall.
For example, 68.7% of Gen Z adults have a favorable opinion of TikTok, which is 30.08 percentage points higher than the share of all adults who say the same (38.62%).
Following behind TikTok is chatting service Discord with a +28.66% difference, Snapchat with +28.47% and Instagram with +24.85%.
Generation Z is the name for anyone born between 1996 and 2012.
To no surprise most of the top favoring brands among those who took the survey are in the tech field.
Top five brands for Gen Z men…
- YouTube 83.16%
- Gatorade 79.61%
- PlayStation 79.27%
- Google 78.27%
- Walmart 78.32%
Top five brands for Gen Z women…
- YouTube 89.25%
- Google 88.05%
- Netflix 85.77%
- Target 83.91%
- M&Ms 83.04%
Overall, Gen Z women have a more favorable view of social-media brands than Gen Z men, with 77% looking favorably on TikTok versus 58% of men. Gen Z women also have a more favorable opinion of Pinterest +22%, Snapchat +11%, Facebook +8% and Instagram +6%, according to the survey.
The only social-media platform favored more by men than women was Twitter with +7%.