New York – Better than Apple. Better than Pixar. Better than Pringles. In all, 4 mass retailers rank among Gen Z adults’ top 20 brands.
Morning Consult asked adults aged 18 to 25 – the oldest cohort among Gen Z – to share their impressions of a host of brands. Gen Z’s 20 favorite brands were, predictably, heavily tiled toward tech companies and food brands. But there’s some good news for mass retailers in the results.
Dollar Tree came in at #14 with more than 77% of Gen Z adults have a favorable impression of the hard discount retailer. It ranked higher than Apple (#20), Skittles (#19) and Pixar (#18).
Walmart (#6) edged out Target (#7) in the Top 10. Both retail brands were deemed superior to Doritos (#8), KitKat (#9) and Oreos (#10).
Amazon was the most popular retailer among Gen Z in the survey, landing at #4. It was bested only by Netflix (#3), Google (#2) and YouTube (#1).
While Amazon, Walmart and Target also ranked favorably among the all age groups, , each received slightly higher favorability ratings from Gen Z – hovering around 80% favorability. That was no easy feat, according to Morning Consult.
“Gen Z is harder to please by default,” the report said. “Across all of the brands tracked in Brand Intelligence in the United States, Gen Z’s average favorability rating is just 27%, compared with 33% for all adults and 36% for Millennials.”
Gen Z also demonstrates particularly high unfavorability ratings across the brands surveyed; on average, 10% of Gen Z adults have an unfavorable impression of a given brand, compared with 8% for all adults and 9% for millennials.
