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Lydia Warren
2021-11-17T14:00:00Z
- Comparably identified Gen Z's best brands based on ratings from customers aged 18 to 24.
- Gaming companies, streaming services, and retailers geared towards younger shoppers made the list.
- Gen Z customers named Google, Apple, and Amazon as their top three brands.
Gen Z's best brands include fast-food chains, clothing stores, gaming companies, and social media platforms.
Comparably identified Gen Z's favorite brands based on ratings from customers aged 18 to 24. Consumers anonymously rated brands on Comparably.com between November 2020 and November 2021 on six main factors: quality of the product or service, customer service, ROI, overall satisfaction with the company, loyalty, and how likely they are to recommend the company to a friend.
The 50 best brands — 26 of which were also rated the best brands by millennial customers — include content-sharing platforms and fashion brands, especially those targeted to a younger audience, such as Hot Topic and American Eagle Outfitters. Gaming companies such as Riot Games and Razer also made the list — companies that were not named as top brands by millennials.
After asking customers how likely they were to recommend a brand, Comparably also determined a "Net Promoter Score" that ranged from -100 to 100 to indicate consumer satisfaction with that company. This score has also been included on the list below.
Keep scrolling to read the final ranking of the 50 best brands, according to Gen Z.
50. Crocs
Industry: Fashion and beauty
Description: Crocs manufactures casual footwear for men, women, and children.
Net Promoter Score (-100 to 100): 58
49. GOAT Group
Industry: Fashion and beauty
Description: GOAT Group is a startup that functions as a marketplace for authentic sneakers.
Net Promoter Score (-100 to 100): 39
48. 7-Eleven
Industry: Retail
Description: 7-Eleven is an American international chain of convenience stores, selling food, snacks, hot and cold beverages, gas and more, known for generally being open 24 hours a day.
Net Promoter Score (-100 to 100): 34
47. Hot Topic
Industry: Retail
Description: Hot Topic is a retail chain specializing in counterculture-related clothing and accessories, as well as licensed music.
Net Promoter Score (-100 to 100): 39
46. Razer
Industry: Consumer goods
Description: Razer is a multinational technology company that designs, develops, and sells consumer electronics, financial services, and gaming hardware.
Net Promoter Score (-100 to 100): 41
45. Samsung
Industry: Consumer goods
Description: Samsung manufactures, designs, and markets consumer electronic products.
Net Promoter Score (-100 to 100): 34
44. Riot Games
Industry: Media and entertainment
Description: Riot Games is a gaming company that develops, publishes, and supports player-focused games such as League of Legends and e-sports tournaments.
Net Promoter Score (-100 to 100): 34
43. Instagram
Industry: Tech, social media
Description: Instagram is a free photo-sharing application that enables its users to take photos, apply filters, and share them on social networks.
Net Promoter Score (-100 to 100): 38
42. McDonald's
Industry: Retail, food and beverage
Description:McDonald's is the world's leading global fast food service retailer with more than 37,000 locations in over 100 countries.
Net Promoter Score (-100 to 100): 39
41. Sephora
Industry: Retail, fashion and beauty
Description:Sephora is a multinational retailer of personal care and beauty products, featuring nearly 3,000 brands, along with its own private label, Sephora Collection.
Net Promoter Score (-100 to 100): 40
40. Zoom Video Communications
Industry: Tech
Description:Zoomis a software company that offers a communications platform that connects people through video, voice, chat, and content sharing.
Net Promoter Score (-100 to 100): 52
39. KFC
Industry: Retail, food and beverage
Description: KFC is a subsidiary of Yum! Brands. The fast-food restaurant chain specializes in fried chicken.
Net Promoter Score (-100 to 100): 40
38. TikTok
Industry: Tech, social media
Description: TikTok is a video-focused social networking service hosting a variety of short-form user videos, from genres like dance, comedy, and education, with durations from 15 seconds to three minutes.
Net Promoter Score (-100 to 100): 40
37. Twitter
Industry: Tech
Description:Twitter is an American microblogging and social networking service on which users post and interact.
Net Promoter Score (-100 to 100): 47
36. LVMH (Louis Vuitton Moet Hennessy)
Industry: Fashion and beauty
Description: LVMH is a French holding multinational corporation and conglomerate specializing in luxury goods.
Net Promoter Score (-100 to 100): 47
35. Airbnb
Industry: Travel and hospitality
Description:Airbnb is an online marketplace for lodging, accessible via website and mobile app, primarily for homestays for vacation rentals and tourism activities.
Net Promoter Score (-100 to 100): 50
34. Ikea
Industry:Retail
Description:Ikea is a Scandinavian chain selling ready-to-assemble furniture, plus housewares, in a warehouse-like space.
Net Promoter Score (-100 to 100): 51
33. Gucci
Industry: Fashion and beauty
Description: Gucci is an iconic Italian luxury fashion house, known worldwide for its high-end apparel, jewelry, and leather goods.
Net Promoter Score (-100 to 100): 49
32. The Coca-Cola Company
Industry: Food and beverage
Description:The Coca-Cola Company is a leading global player in the soft-drinks industry, distributing Coke, Diet Coke, and other soft drinks worldwide.
Net Promoter Score (-100 to 100): 51
31. Dunkin'
Industry: Retail, food and beverage
Description: Dunkin' is an American multinational coffee and doughnut company, as well as a quick-service restaurant that serves hot and cold coffee and baked goods.
Net Promoter Score (-100 to 100): 52
30. Starbucks
Industry: Retail, food and beverage
Description:Starbucks is a multinational chain of coffeehouses and roastery reserves that retails handcrafted coffee, tea, and fresh food items.
Net Promoter Score (-100 to 100): 47
29. Red Bull
Industry: Food and beverage
Description:Red Bull manufactures energy drink beverages and has the highest market share of any energy drink in the world, with 7.5 billion cans sold in a year.
Net Promoter Score (-100 to 100): 51
28. YouTube
Industry: Media and entertainment
Description:YouTube is a video platform that allows users to upload, view, rate, share, add to favorites, report, comment on videos, and subscribe to other users.
Net Promoter Score (-100 to 100): 50
27. Nintendo
Industry: Media and entertainment
Description: Nintendo is a Japanese multinational consumer electronics company that develops consoles and games, including Nintendo Switch and Super Mario Brothers.
Net Promoter Score (-100 to 100): 61
26. Adidas
Industry: Fashion and beauty
Description:Adidas is a German multinational corporation that designs and manufactures shoes, clothing, and accessories.
Net Promoter Score (-100 to 100): 52
25. Lego Group
Industry: Consumer goods
Description:Lego Group provides play material and offers products based on learning and development through play.
Net Promoter Score (-100 to 100): 64
24. The Walt Disney Company
Industry: Media and entertainment, consumer goods
Description:The Walt Disney Company, commonly known as Disney, is an American diversified multinational mass media and entertainment conglomerate with toys, theme parks, TV and onlinestreamingservices.
Net Promoter Score (-100 to 100): 64
23. Nvidia
Industry: Tech
Description: Nvidia manufactures integrated circuits for use in motherboard chip-sets, graphic processing units, and game consoles.
Net Promoter Score (-100 to 100): 64
22. Glossier
Industry: Fashion and beauty
Description: Glossier is a digitally native beauty brand that built a cult following for its easy-to-use skincare and makeup products with real beauty routines in mind.
Net Promoter Score (-100 to 100): 71
21. Valve
Industry: Media and entertainment
Description: Valve is an American video-game developer, publisher, and digital distribution company.
Net Promoter Score (-100 to 100): 71
20. Chanel
Industry: Fashion and beauty
Description:Chanel is luxury brand that provides the latest in fashion and accessories, eyewear, fragrance and beauty, jewelry and watches.
Net Promoter Score (-100 to 100): 57
19. Ulta Beauty
Industry: Retail, fashion and beauty
Description: Ulta Beauty is an American chain of beauty stores that carries cosmetics, fragrances, nail products, bath and body products, beauty tools, and haircare products.
Net Promoter Score (-100 to 100): 58
18. American Eagle Outfitters
Industry: Retail, fashion and beauty
Description: American Eagle Outfitters is an American lifestyle, clothing, and accessories retailer.
Net Promoter Score (-100 to 100): 68
17. Costco
Industry: Retail
Description:Costco Wholesale is a global retailer with membership-only warehouse club operations that provide a wide selection of merchandise.
Net Promoter Score (-100 to 100): 64
16. Target
Industry: Retail
Description:Target is an American retail company providing access to a wide selection of products such as furniture, electronics, toys, and more.
Net Promoter Score (-100 to 100): 62
15. Microsoft
Industry: Tech
Description:Microsoft is an American multinational technology corporation that develops, manufactures, licenses, supports, and sells a range of software products, consumer electronics, personal computers, and related services.
Net Promoter Score (-100 to 100): 56
14. Uniqlo
Industry: Retail, fashion and beauty
Description:Uniqlo is a designer, manufacturer, and retailer of women's, men's, and kids' clothing and accessories.
Net Promoter Score (-100 to 100): 60
13. Trader Joe's
Industry: Retail
Description:Trader Joe's is an American chain of grocery stores that specializes in selling fresh and organic food with over 500 stores in 42 states.
Net Promoter Score (-100 to 100): 83
12. Bath & Body Works
Industry: Retail
Description: Bath & Body Works is a retailer offering a breadth of exclusive fragrances for the body and home, including body lotion and body cream, body wash, hand soap, and fine fragrance mist.
Net Promoter Score (-100 to 100): 76
11. Roblox
Industry: Media and entertainment
Description: Roblox is an online game platform that provides immersive digital experiences built by a global community of creators.
Net Promoter Score (-100 to 100): 54
10. Nike
Industry: Fashion and beauty
Description:Nike is the world's leading designer, marketer, and distributor of authentic athletic footwear, apparel, equipment, and accessories for a wide variety of sports and fitness activities.
Net Promoter Score (-100 to 100): 56
9. Spotify
Industry: Media and entertainment
Description:Spotify is the world's largest music streaming service provider, with over 365 million monthly active users, including 165 million paying subscribers.
Net Promoter Score (-100 to 100): 69
8. Sony Playstation
Industry: Media and entertainment
Description:Sony PlayStation is a global video-game brand, developed and marketed by Sony Interactive Entertainment (SIE), that consists of five home video game consoles and a line of controllers, and interactive and digital entertainment.
Net Promoter Score (-100 to 100): 70
7. Discord
Industry: Tech
Description: Discord is a VoIP, instant messaging, and digital distribution platform.
Net Promoter Score (-100 to 100): 66
6. Vans
Industry: Fashion and beauty
Description: Vans manufactures shoes, apparel, and other products for action sports.
Net Promoter Score (-100 to 100): 85
5. Chick-fil-A
Industry: Retail, food and beverage
Description:Chick-fil-A is one of the largest American fast-food restaurant chains with over 3,000 locations across the US, and the largest whose specialty is chicken sandwiches.
Net Promoter Score (-100 to 100): 82
4. Netflix
Industry: Media and entertainment
Description:Netflixis a streaming entertainment service company that provides content that can be watched anytime, anywhere, on any internet-connected screen.
Net Promoter Score (-100 to 100): 58
3. Amazon
Industry: Retail, e-commerce
Description:Amazon is an international e-commerce website for consumers, sellers, and content creators.
Net Promoter Score (-100 to 100): 60
2. Apple
Industry: Tech, consumer goods, media and entertainment
Description:Apple is a multinational corporation that designs, manufactures, and markets consumer electronics, personal computers, and software.
Net Promoter Score (-100 to 100): 62
1. Google
Industry: Tech
Description:Google is a multinational corporation that specializes in internet-related services and products, which include online advertising technologies, a search engine, cloud computing, software, and hardware.
Net Promoter Score (-100 to 100): 64
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FAQs
What does Gen Z value most in brands? ›
Gen Z expects brands to be drivers of social change and look for fair labor practices, inclusivity and sustainability. There are several ways in which brands can create socially impactful content that focuses on how the people, environment and product are treated.
What products are targeted to Gen Z? ›According to a 2021 Consumer Culture Report by 5WPR, Gen Z is prioritizing electronics, technology, health, and wellness. Conversely, Millennials and those from older generations prioritize travel and experiences, home goods, and furniture.
What's Trending with Gen Z right now? ›Social media is a huge trend for this generation. Instagram, Snapchat, and TikTok are, by far, the most frequently used platforms. One-quarter of Gen Zers spend five hours or more per day on TikTok. TikTok continues to soar in popularity among members of Generation Z (8,800% in 5 years).
What does Gen Z want from a brand? ›To attract Gen Z, brands must highlight their commitment to societal challenges such as diversity, environmentalism, sustainability, climate change and world hunger. A brand's corporate social responsibility (CSR) statement must be something that the brand lives, rather than just espouses.
What Gen Z wants to see from brands? ›Authenticity and Accessibility
Authenticity has become a marketing buzzword in its own right, but members of the Z Suite agreed that they want to feel emotionally connected to brands they buy from. They also want to feel represented in marketing materials and even in product design.
- Emphasize eye-catching, visual content. ...
- Experiment with interactive content. ...
- Tap in their FOMO with time-sensitive posts. ...
- Leverage tags for engagement. ...
- Showcase your brand's sense of humor. ...
- Respond to followers in a timely manner. ...
- Amplify your brand's beliefs and values.
Gender-fluid clothing is also more popular among Gen Z
Interest in gender-fluid or neutral clothing has only increased as this generation has aged up. It's also interesting that some of the other top styles they're interested in, namely streetwear and loungewear, are very gender-neutral friendly.
| 2022 | 2021 | Name |
|---|---|---|
| 1 | 1 | Nike |
| 2 | 3 | Louis Vuitton |
| 3 | 2 | GUCCI |
| 4 | 5 | Chanel |
In athletic footwear (sneakers, basketball shoes, cleats, etc.), Nike and Brand Jordan dominate. They're the top two brands for both men and women in Gen Z. Beyond those, Vans, Converse, Adidas, Under Armour, VEJA and On Running are in the top 10 across genders.
What are Gen Z most likely to buy? ›Gen Z consumers are more likely to buy sustainable, high-quality, products. 73% of Generation Z consumers are willing to pay 10% more for sustainable products, according to a report from First Insight.
What influences Gen Z the most? ›
- Terrorism and War.
- Social Networking.
- Smart Phones/Mobile First.
- Great Recession.
- Text Messaging.
- Gun Violence.
- Election of Barack Obama.
- Shared Family Responsibilities.
In 2021, Apple was the all-time favorite brand, product, and/or service of approximately nine percent of baby boomers in the United States, making it the generation's favorite brand overall. Amazon was the second most popular with eight percent of votes that year.
Does Gen Z like Target? ›Directly following Walmart among Gen Z is Target, with a (very close) 79.66% of respondents giving it a thumbs-up.
What colors do Gen Z like? ›Softened pinks and oranges continue to transform and lilac increasingly becomes an important color for the Generation Z market. Elevating these shades further is the resemblance to sci-fi or high shine looks, creating energy and a dramatic appeal.
What are Gen Z interested in 2022? ›Cooking on social media will still be trending in 2022. According to Instagram, young users will still be looking for new and increasingly complex recipes to further improve their cooking skills. Indeed, one in six teens or young millennials are showing increased interest in at-home molecular gastronomy.
Where are Gen Z moving to 2022? ›Atlanta earned the top spot as the best city for Gen Zers due to its affordable living, low unemployment rate, highly educated Generation Z population, and the number of parks in the area. Following the Georgia city on the list is Minneapolis at no. 2 and Boston at no. 3.
What is the biggest problem Gen Z faces? ›What is the biggest issue for Gen Z? Inflation is the top problem Gen Z and Millennials name as the biggest they are facing today. Over-dependence and addiction to technology ranked second as the top problem among young people for the first time. However, racism and COVID-19 are still top concerns for these gens.
What stores do Gen Z shop at? ›Amazon, Walmart and Target have more in common than just being among the top retailers across the U.S. — they're also currently among Gen Z's favorite brands. That's according to new data from Morning Consult, which gathered data via surveys conducted between May 1 and Aug. 21, 2022.
Why do Gen Z say cap? ›In Black slang, to cap about something means “to brag, exaggerate, or lie” about it. This meaning dates all the way back to at least the early 1900s. No cap, then, has evolved as another way of saying “no lie” or “for real.” Though it's currently popular with Gen Z, no cap was mostly influenced by hip-hop culture.
What is the hottest fashion brand right now? ›- Balenciaga. Presented F/W '22 Snowstorm show in Paris. ...
- Gucci. Released second drop of The North Face x Gucci collection. ...
- Louis Vuitton. Presented Virgil Abloh's final show. ...
- Prada. Reported 41% surge in full-price sales. ...
- Valentino. ...
- Dior. ...
- Moncler. ...
- Bottega Veneta.
What is the fastest growing fashion brand? ›
...
Kantar BrandZ™ Top 10 Most Valuable Apparel Brands 2021.
| Brand | Nike |
|---|---|
| Country of Origin | US |
| Brand value 2021 ($MN) | 83,709 |
| Brand value 2020 ($MN) | 49,962 |
| Brand Value Increase | 68% |
The league is still the most popular sports property among Gen Zers, according to the new survey. More than half of the respondents (53%) said they were either an “avid” or “casual” fans of the NFL, followed by the NBA (47%), college football (41%), MLB (35%) and college basketball (34%).
Where Gen Z should buy a home? ›Salt Lake City topped the list, retaining the No. 1 spot from last year, with 16.6 percent of its mortgage offers going to Gen Z borrowers. The city has finance, medical and tech industries as a draw for young professionals, said Jacob Channel, the senior economic analyst for LendingTree.
Does Gen Z buy luxury? ›Gen Z and millennials are the largest drivers of the luxury-goods market, per Bain & Co. Gen Zers purchase luxury items three to five years earlier than millennials, the study found. The luxury-goods market is valued at more than a trillion dollars and is expected to withstand a recession.
What are Gen Z spending their money on? ›Fashion dominates spending for Gen Z, with around 75% of their purchases being in this sector, compared to 65% of millennials [6]. Like the generation before them, Gen Z is less likely to prioritize price as a purchasing factor, focusing more on the ethical, practical and eco-friendly aspect of products and services.
Who are parents of Gen Z? ›Most members of Generation Z are children of Generation X. As the first social generation to have grown up with access to the Internet and portable digital technology from a young age, members of Generation Z, even if not necessarily digitally literate, have been dubbed "digital natives".
What social media platform do Gen Z use the most 2022? ›TikTok is officially Gen Z's favorite social media platform
YPulse data even shows that 48% of Gen Z say they're addicted to TikTok, and there's plenty of reasons why.
According to a global survey conducted in 2021, respondents who belonged to Generation Z reported spending on average three hours per day on social media. Overall, Millennials stated that they spent 2.25 hours per day on online social platforms.
Does Gen Z have more mental health issues? ›The research from the Walton Family Foundation and Murmuration, conducted by John Della Volpe and Social Sphere, shows that more members of Generation Z are grappling with mental health issues than people from older generations.
What fashion is popular with Gen Z? ›Gender-fluid clothing is also more popular among Gen Z
It's also interesting that some of the other top styles they're interested in, namely streetwear and loungewear, are very gender-neutral friendly.
What does Gen Z consider cool? ›
“Teens feel that being cool is about just being yourself, embracing what you love, rejecting what you don't, and being kind to others.”
What fashion does Gen Z like? ›Gen Z is a lot more conscious of where their clothes are coming from. When they're choosing between brands, they want to know not only if the clothes are in style, but also if the brand stands for something bigger than itself. Clothing brands that offer unisex or gender-fluid clothing are all the rage.
What are Gen Z wearing 2022? ›Think bursts of tie-dye, '90s accessories, matching sets, pleated skirts, fun knits, anything with cutouts, and the anti-skinny jean. You can finally consider Gen Z style demystified by taking a peek at what they're wearing ahead.
What does Gen Z want from fashion brands? ›Authenticity has become a marketing buzzword in its own right, but members of the Z Suite agreed that they want to feel emotionally connected to brands they buy from. They also want to feel represented in marketing materials and even in product design.
What are three traits of Gen Z? ›Gen Z are not 'coddled. ' They are highly collaborative, self-reliant and pragmatic, according to new Stanford-affiliated research. Generation Z, the first generation never to know the world without the internet, value diversity and finding their own unique identities, says Stanford scholar Roberta Katz.
What are 5 characteristics of Gen Z? ›- 7 Unique Characteristics of Generation Z. Articles. ...
- They're digital natives. “Mum… ...
- The world they live in has never felt safe. ...
- They're accepting. ...
- They're health-conscious. ...
- They value their privacy. ...
- They're entrepreneurial and worried about their future prospects. ...
- They're changing the distinction between childhood and adulthood.
In athletic footwear (sneakers, basketball shoes, cleats, etc.), Nike and Brand Jordan dominate. They're the top two brands for both men and women in Gen Z. Beyond those, Vans, Converse, Adidas, Under Armour, VEJA and On Running are in the top 10 across genders.
What content attracts Gen Z? ›Emphasize Visual Content
They emphasize visuals. Gen Z consumers want short, snappy videos and eye-catching graphics. If you try to attract them with large blocks of text, they're likely to just scroll past.
In fact, NPD Group found that people born between 1946 and 1964 increased their skinny jean spending between 2019 and 2021. On the flip side, Gen Z'ers prefer straight-leg jeans, followed by relaxed, wide, and boyfriend fits.