Understanding Gen Z: A Comprehensive Look at America’s Youngest Adults. Download

Report: Understanding Gen Z. Download

This year, the oldest members of Gen Z are graduating college and entering the workforce. In the coming years, their habits will play an outsized role in shaping American culture and commerce.

 

These are the brands that have set an example for winning over America’s youngest adults.

Gen Z's 25 Most Loved Brands

Gen Z's Most Loved Brands illustrate the distinctiveness of their consumer tastes, with tech, entertainment, and foods brands outperforming other categories. Only Gen Z adults (age 18-21) are included in this ranking. To determine this year’s rankings, Morning Consult measured favorability, trust, community impact, and Net Promoter Score.
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Most Loved by Race

These are the Most Loved Brands among black Gen Z Americans.

Star indicates this brand is not in the overall top 25
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Most Loved by Ideology

These are the Most Loved Brands among Gen Z conservatives.

Star indicates this brand is not in the overall top 25
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Most Loved by Community Type

These are the Most Loved Brands among urban Gen Z Americans.

Star indicates this brand is not in the overall top 25
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Methodology

About Morning Consult Brand Intelligence:

The data used to determine the Most Loved Brands comes from Morning Consult’s flagship brand tracking platform, Brand Intelligence. Brand Intelligence is the most comprehensive brand tracking platform available, using thousands of daily surveys on over 3,000+ brands to help marketing and communications executives measure brand reputation in real-time.

 

Learn more about Brand Intelligence

 

About the data in this ranking:

 

The final rankings were determined using surveys conducted online among a national sample of adults aged 18-21. 

 

Data in the “Gen Z’s 25 Most Loved Brands” section comes from surveys fielded between Jan 1 – Feb 28, 2019. Between 425 and 1,435 Americans aged 18-21 rated each of the brands included in the top 25. The maximum margin of error for a given brand is plus or minus 5%. The rest of the data in this study comes from surveys fielded between Jan 1 – Apr 30, 2019. For any given demographic group, between 169 and 1,220 Americans aged 18-21 within that demographic rated each of the brands included. The maximum margin of error for a given brand is plus or minus 8%.

 

Morning Consult’s survey contains three principal sections: company evaluations, demographics and political tracking. The respondent first enters the survey and answers broad demographic questions. Then, he or she views a short battery of political tracking questions, which we include to help validate results. Next, he or she evaluates a randomized set of brands across a range of questions such as favorability, community impact and purchasing intent. Finally, respondents answer an additional set of demographic questions.

 

How this ranking was determined:

 

This year, Morning Consult is introducing an index to determine the Most Loved Brands, in order to offer a more comprehensive look at consumer perceptions. The Index is based on four metrics:

 

  • Favorability Score: The percentage of consumers with a favorable opinion of the brand. 
  • Trust Score: The percentage of consumers who trust the brand to do the right thing. 
  • Community Impact Score: The percentage of consumers who say the brand has a positive impact on their local community. 
  • Net Promoter Score: Consumers are asked on a scale of 1-10 how likely they would be to promote a given brand. The NPS is determined by subtracting the percentage who said 0-6 from the percentage who said 9 or 10.

 

Each one of these numbers was added together in order to determine the index score. For example, take Google’s score among Gen Z women.

 

  • 88.4% have a favorable opinion
  • 75.0% say Google has a positive community impact
  • 74.5% trust Google
  • 71.3 is the Net Promoter Score for Google
  • 88.4 + 75 + 74.5 + 71.3 = 308.2 (their index score)
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