Gen Z’s Favorite Brands is Morning Consult’s definitive ranking of the brands that are most successfully winning over the youngest generation of adults. Download the report.

The oldest members of Gen Z are entering their mid-20s, expanding their foothold in the workforce and marketplace. This makes adapting to their consumer preferences an evermore important consideration for brands.

This ranking spotlights which brands have been most successful in that pursuit, highlighting the top 20 brands most popular with Gen Z adults (ages 18-25) as well as the 20 that stand out most relative to older generations. Additionally, it includes the 10 most popular brands among Gen Z men and women respectively, as well as the brands that stand out most for each gender.

Download the full report for a deeper look at Gen Z’s Favorite Brands, including an expanded ranking of the top 40 most popular brands and a look at how Gen Z’s preferences stand out compared with millennials.

The Most Popular Brands With Gen Z

This ranking is determined by the share of Gen Z adults who have either a “somewhat” or “very” favorable opinion of each brand. Morning Consult Brand Intelligence tracks consumer perceptions of thousands of brands on a daily basis, forming the foundation of this report. The full methodology is available below.

An overwhelming majority (86.23%) of Gen Z adults have a favorable impression of YouTube, making it the most popular brand with the cohort. YouTube’s parent brand, Google, comes in at No. 2, followed by Netflix and Amazon.

YouTube 1
Favorability: 86.23%
Google 2
Favorability: 83.87%
Netflix 3
Favorability: 82.18%
Amazon 4
Favorability: 80.28%
M&M'S 5
Favorability: 79.81%
Walmart 6
Favorability: 79.76%
Target 7
Favorability: 79.66%
Doritos 8
Favorability: 79.32%
Kit Kat 9
Favorability: 78.96%
Oreo 10
Favorability: 78.57%
Gatorade 11
Favorability: 78.54%
Nike 12
Favorability: 78.43%
Cheetos 13
Favorability: 77.45%
Dollar Tree 14
Favorability: 77.42%
Sprite 15
Favorability: 77.39%
Sprite 15
Favorability: 77.39%
Pringles 16
Favorability: 76.71%
Capri Sun 17
Favorability: 76.64%
Pixar 18
Favorability: 76.61%
Skittles 19
Favorability: 76.27%
Apple 20
Favorability: 75.92%
Displaying 15 out of 20
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Download the Full Report

Get a deeper look at Gen Z’s Favorite Brands, including expanded rankings and a look at how Gen Z’s preferences stand out compared with millennials.

Standouts: The Brands Gen Z Favors Most Compared With the General Public

This ranking reveals which brands are most popular with Gen Z adults (ages 18-25) relative to U.S. adults overall.

The ranking is determined by taking the difference in favorability between Gen Z adults and all U.S. adults. 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%).

TikTok 1
DIFFERENCE: +30.08
Discord 2
DIFFERENCE: +28.66
Snapchat 3
DIFFERENCE: +28.47
Instagram 4
DIFFERENCE: +24.85
Cash App 5
DIFFERENCE: +24.52
Spotify 6
DIFFERENCE: +23.08
Shein 7
DIFFERENCE: +22.2
Trolli 8
DIFFERENCE: +21.17
Twitch 9
DIFFERENCE: +21.05
Apple Pay 10
DIFFERENCE: +20.07
DoorDash 11
DIFFERENCE: +18.73
Fenty Beauty 12
DIFFERENCE: +18.63
Reddit 13
DIFFERENCE: +17.75
Twitter 14
DIFFERENCE: +17.26
Epic Games 15
DIFFERENCE: +17.05
Epic Games 15
DIFFERENCE: +17.05
Roblox 16
DIFFERENCE: +16.78
Vans 17
DIFFERENCE: +16.46
Xbox 18
DIFFERENCE: +16.38
Capri Sun 19
DIFFERENCE: +16.21
PlayStation 20
DIFFERENCE: +15.89
Displaying 15 out of 20
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The Most Popular Brands With Gen Z Men

The overall ranking is determined by the share of Gen Z adult men (ages 18-25) who have either a “somewhat” or “very” favorable opinion of each brand.

YouTube 1
FAVORABILITY: 83.16%
Gatorade 2
FAVORABILITY: 79.61%
PlayStation 3
FAVORABILITY: 79.17%
Google 4
FAVORABILITY: 78.87%
Walmart 5
FAVORABILITY: 78.32%
Netflix 6
FAVORABILITY: 78.18%
Microsoft 7
FAVORABILITY: 77.99%
Amazon 8
FAVORABILITY: 77.88%
Nike 9
FAVORABILITY: 77.07%
M&M'S 10
FAVORABILITY: 76.56%

The standout ranking is determined by taking the difference in favorability between Gen Z adult men and Gen Z adult women. For example, 42.52% of Gen Z men have a favorable opinion of SpaceX, which is 32.08 percentage points higher than the share of Gen Z women who say the same (10.44%).

SpaceX 1
DIFFERENCE: +32.08
Logitech 2
DIFFERENCE: +27.02
Epic Games 3
DIFFERENCE: +23.52
Activision 4
DIFFERENCE: +23.51
Sport Clips 5
DIFFERENCE: +23.27
UFC 6
DIFFERENCE: +22.9
NBA G League 7
DIFFERENCE: +21.11
NFL 8
DIFFERENCE: +21.1
Bitcoin 9
DIFFERENCE: +20.73
Discord 10
DIFFERENCE: +20.49

The Most Popular Brands With Gen Z Women

The overall ranking is determined by the share of Gen Z adult women (ages 18-25) who have either a “somewhat” or “very” favorable opinion of each brand.

YouTube 1
FAVORABILITY : 89.25%
Google 2
FAVORABILITY : 88.05%
Netflix 3
FAVORABILITY : 85.77%
Target 4
FAVORABILITY : 83.91%
M&M'S 5
FAVORABILITY : 83.04%
Doritos 6
FAVORABILITY : 82.90%
Amazon 7
FAVORABILITY : 82.34%
Oreo 8
FAVORABILITY : 82.10%
Kit Kat 9
FAVORABILITY : 81.50%
Walmart 10
FAVORABILITY : 81.12%

The standout ranking is determined by taking the difference in favorability between Gen Z adult men and Gen Z adult women. For example, 63.23% of Gen Z women have a favorable opinion of Ulta Beauty, which is 40.8 percentage points higher than the share of Gen Z men who say the same (22.43%).

Ulta Beauty 1
DIFFERENCE: +40.8
e.l.f. 2
DIFFERENCE: +39.69
CoverGirl 3
DIFFERENCE: +36.81
Sephora 4
DIFFERENCE: +35.7
Maybelline 5
DIFFERENCE: +34.32
NYX 6
DIFFERENCE: +34.19
Always 7
DIFFERENCE: +29.69
Shein 8
DIFFERENCE: +29.26
Bath & Body Works 9
DIFFERENCE: +28.75
Revlon 10
DIFFERENCE: +28.38

About the Rankings

Gen Z’s Favorite Brands ranking uses data from Morning Consult Brand Intelligence, which fields tens of thousands of surveys across the globe every day on over 4,000 brands and products. 

This Brand Intelligence data set was gathered May 1-Aug. 21, 2022. Sample sizes vary by brand, with an average representative sample of 16,053 U.S. adults per brand, including an average of 2,031 Gen Z adults (those born between 1997 and 2004). The data set has unweighted margins of error of +/-1 percentage point for all adults and +/-2 percentage points for Gen Z adults.

The overall rankings were determined by measuring the share of Gen Z adults who rated their opinion of each brand as either “very” or “somewhat” favorable. The standout rankings were determined by taking the difference in favorability between the highlighted population and the benchmark population.

Download the full Gen Z’s Favorite Brands report for 2022 here.

About Brand Intelligence

Morning Consult helps you understand your brand, competitors and market in a way traditional research companies can’t. We survey tens of thousands of people every day across the globe on over 4,000 brands and products. Get actionable insights into what consumers think, see and say about your brand and products. Learn more.