These are the companies that dominated American culture and commerce in 2018, as determined by more than 1.5 million survey interviews conducted on over 2,000 brands by Morning Consult this year. Full methodology.
For the second year in a row, Amazon is the company that Americans love the most, with a net favorability of 74. Their appeal is strong across all 50 states.
People don’t only love Netflix, they want to make sure friends know about it – more so than any other brand. Overall, 74 percent of adults would be very likely to recommend the streaming service.
| % who are very likely to recommend | |
|---|---|
| GEN-Z (18-21) | 77% |
| Millenials | 77% |
| Gen-X | 75% |
| Boomers | 69% |
2018 was a banner year for food delivery apps. DoorDash, UberEats, and Grubhub all saw double digit growth in the percentage of consumers who recognized their brand since the start of the year.
| Net shift in brand ID | |
|---|---|
| Doordash | +15 |
| Ubereats | +12 |
| Chewy.com | +11 |
| Purple Mattresses | +11 |
| Grubhub | +10 |
In 2018, no company had a larger pool of potentially interested consumers than Walmart, as 69 percent say they are either very likely or absolutely certain they would consider purchasing from the company.
| Percent who are likely to purchase from Walmart | |
|---|---|
| Income: Under $50k | 71% |
| INCOME: $50-100K | 70% |
| INCOME: $100K+ | 62% |
Sixty percent of Americans say they would be proud to work for either Amazon or Google – the highest level for any company. They also perform well just among college graduates, who are largely attracted to the tech industry. Read more.
| Among all adults | Among college grads | |
|---|---|---|
| Amazon | 60% | 65% |
| 60% | 64% | |
| Microsoft | 59% | 66% |
Schedule a Brand Intelligence demo, and we can walk you through your 2018 brand vitals. Brand Intelligence is the most comprehensive brand-tracking platform today, combining survey research data with social media, news, and economic data to guide every strategic decision your organization needs to make.
Morning Consult’s research in 2018 shined a light on the biggest issues and trends facing companies. Here are seven key lessons for brands to take into the new year.
In this climate, brands need to understand when to speak out. We tested 12 hot button political issues with consumers and asked them whether they would support companies that speak out on each issue. View the full list.
We tested 22 different values, from integrity to spirituality, and asked millennials how important each was in their personal lives. Read more.
Speaking about Trump – either positively or negatively – is far more likely to generate backlash than win your brand any favor. For example, saying something negative about Trump leads 56% of Trump voters to have a much less favorable view of your brand, but just 32% of Clinton voters to have a much more favorable view. For every person you’re making happy, there are almost twice as many who are unhappy. That trend holds if you issue a positive statement. Learn more.
A majority (53%) of consumers say taking formal steps to make sure nothing similar happens is the most important thing for a company to do when facing a major controversy. Learn more.
Tech companies Amazon, Google, and Microsoft are the three most admired employers, with entertainment brands Walt Disney and Netflix trailing close behind. Additionally, a majority of workers are interested in taking a job in either industry. Read more.
| White collar workers | Blue collar workers | |
|---|---|---|
| Entertainment | 64% | 61% |
| Tech | 60% | 54% |
For all the talk about the centrality of politics in modern consumerism, our survey research work has consistently found these issues remain secondary for the average consumer. Read more.
Trump Hotels is the most polarizing brand in America, and CNN is number two. See the full list.
Track brand perception and performance in real time with customizable, automated reports straight to your inbox. Use that data to guide strategic decisions about marketing, public relations, sales, partnerships, and beyond with survey research data about your competitors, consumers, and the market at large.