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Ranked: Gen Z’s Favorite Brands, Compared with Older Generations

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Gen Z’s Favorite Brands, Compared with Older Generations

Generation Z’s favorite brands, in absolute terms, aren’t wildly different from preferences of other generations, with Walmart, Google, and Netflix ranking high. But when it comes to the brands that do the best with Gen Z compared to their elders, the list shakes up dramatically.

This ranking uses consumer preference data from Morning Consult to show which brands are favored considerably more by Gen Z when compared to the general public. A brand’s rank is determined by the difference in favorability between Gen Z’s survey responses and the average of all U.S. adult respondents.

Note: Gen Z is the generation born between 1997-2012. Favorability in this ranking is measured using the share of a generation who said they have a “very” or “somewhat” favorable opinion of said brand.

Brands Preferred by Gen Z

Compared to Millennials, Gen X, and Boomers, who may not care as much for these 20 brands, Gen Z—currently between 9-25 years old—loves them. Let’s dive in:

RankBrandFavorability Difference U.S. Adult FavorabilityGen Z Favorability
#1TikTok+3039%69%
#2Discord+2921%50%
#3Snapchat+2935%64%
#4Instagram+2548%73%
#5Cash App+2541%66%
#6Spotify+2347%70%
#7Shein+2222%44%
#8Trolli+2124%45%
#9Twitch+2121%42%
#10Apple Pay+2039%59%
#11DoorDash+18.746.7%65.5%
#12Fenty Beauty+18.617.1%35.7%
#13Reddit+17.833.0%50.7%
#14Twitter+17.333.7%50.9%
#15Epic Games+17.124.9%42.0%
#16Roblox+16.822.0%38.7%
#17Vans+16.551.7%68.2%
#18Xbox+16.448.4%64.8%
#19Capri Sun+16.260.4%76.6%
#20PlayStation+15.956.4%72.2%

Note: Differences may not add up exactly due to rounding.

Unsurprisingly, TikTok takes the top spot. The app that is frequently used to poke fun at older generations and that in many ways is a reflection of Gen Z culture, is 30 points more favorable with the young generation than others.

Members of Gen Z are the first true “digital natives”—meaning they were raised in the age of digital technology. As a result, many of their favorite brands are either some kind of social media platform and/or digital service, like Apple Pay, Snapchat, or Spotify. In fact, eight of Gen Z’s top 10 favorites on the above list are digital brands.

Another distinguishing feature of consumers in this generation is that they’re more likely to care about brand ethics and sustainable consumption than other generations.

However, one brand among their top 20 that defies that sentiment is the Chinese clothing company, Shein. This fast fashion company’s model promotes a culture of mass clothing hauls and thus, clothing waste—making it far from environmentally conscious. Shein has also come under fire recently for violating labor laws in its Chinese production facilities. And yet 44% of Gen Zs have a good impression of the brand, and it particularly does well with Gen Z women.

Interestingly, members of Gen Z in the U.S. are also the first cohort to have strong awareness of Chinese brands more generally.

Gen Z vs. Millennials

Two generations that are often lumped together, Gen Z and Millennials have some considerable differences when it comes to their favorite brands. Here’s a brief look at some of the brands that do better with Gen Z compared to Millennials specifically, using favorability difference:

  • TikTok: 14.2
  • Crocs: 13.4
  • Pixar: 8.1
  • Morphe: 6.1

Compared to their generational neighbors, one interesting standout is Crocs—the utilitarian, but highly-customizable foam clogs—which almost 60% of Gen Zs see as favorable compared to only 46% of Millennials.

Gen Z’s Favorite Brands Overall

While Gen Z differentiates itself from the older generations in many ways, a lot of the overall favorites still align with everyone else’s.

RankBrandFavorability
#1YouTube86.2%
#2Google83.9%
#3Netflix82.2%
#4Amazon80.3%
#5M&Ms79.8%
#6Walmart79.8%
#7Target79.7%
#8Doritos79.3%
#9Kit Kat79.0%
#10Oreo78.6%
#11Gatorade78.5%
#12Nike78.4%
#13Cheetos77.5%
#14Dollar Tree77.4%
#15Sprite77.4%
#16Pringles76.7%
#17Capri Sun 76.6%
#18Pixar76.6%
#19Skittles76.3%
#20Apple75.9%

Removing the favorability difference score reveals that many of the most popular brands overall still win out, such as Netflix, Google, and Amazon.

Gen Z Trends

Overall, the report found that it’s hard for brands to win with Gen Z. Across all brands that were scored, 33% of the general American public rated them as favorable, but for Gen Z respondents the number dropped to 27%.

In general, Gen Z tends to value conscious consumption and subsequently, brands that can meet those expectations. Digital services and products also do well with this generation that has never known a world without internet.

As more and more Gen Zers enter the labor market and grow their consumer power, they will be an important generation to watch.

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Demographics

The Smallest Gender Wage Gaps in OECD Countries

Which OECD countries have the smallest gender wage gaps? We look at the 10 countries with gaps lower than the average.

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Chart showing the OECD countries with the 10 smallest gender pay gaps

The Smallest Gender Pay Gaps in OECD Countries

This was originally posted on our Voronoi app. Download the app for free on iOS or Android and discover incredible data-driven charts from a variety of trusted sources.

Among the 38 member countries in the Organization for Economic Cooperation and Development (OECD), several have made significant strides in addressing income inequality between men and women.

In this graphic we’ve ranked the OECD countries with the 10 smallest gender pay gaps, using the latest data from the OECD for 2022.

The gender pay gap is calculated as the difference between median full-time earnings for men and women divided by the median full-time earnings of men.

Which Countries Have the Smallest Gender Pay Gaps?

Luxembourg’s gender pay gap is the lowest among OECD members at only 0.4%—well below the OECD average of 11.6%.

RankCountryPercentage Difference in Men's & Women's Full-time Earnings
1🇱🇺 Luxembourg0.4%
2🇧🇪 Belgium1.1%
3🇨🇷 Costa Rica1.4%
4🇨🇴 Colombia1.9%
5🇮🇪 Ireland2.0%
6🇭🇷 Croatia3.2%
7🇮🇹 Italy3.3%
8🇳🇴 Norway4.5%
9🇩🇰 Denmark5.8%
10🇵🇹 Portugal6.1%
OECD Average11.6%

Notably, eight of the top 10 countries with the smallest gender pay gaps are located in Europe, as labor equality laws designed to target gender differences have begun to pay off.

The two other countries that made the list were Costa Rica (1.4%) and Colombia (1.9%), which came in third and fourth place, respectively.

How Did Luxembourg (Nearly) Eliminate its Gender Wage Gap?

Luxembourg’s virtually-non-existent gender wage gap in 2020 can be traced back to its diligent efforts to prioritize equal pay. Since 2016, firms that have not complied with the Labor Code’s equal pay laws have been subjected to penalizing fines ranging from €251 to €25,000.

Higher female education rates also contribute to the diminishing pay gap, with Luxembourg tied for first in the educational attainment rankings of the World Economic Forum’s Global Gender Gap Index Report for 2023.

See More Graphics about Demographics and Money

While these 10 countries are well below the OECD’s average gender pay gap of 11.6%, many OECD member countries including the U.S. are significantly above the average. To see the full list of the top 10 OECD countries with the largest gender pay gaps, check out this visualization.

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