Demographics
Ranked: Gen Z’s Favorite Brands, Compared with Older Generations
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:
Rank | Brand | Favorability Difference | U.S. Adult Favorability | Gen Z Favorability |
---|---|---|---|---|
#1 | TikTok | +30 | 39% | 69% |
#2 | Discord | +29 | 21% | 50% |
#3 | Snapchat | +29 | 35% | 64% |
#4 | +25 | 48% | 73% | |
#5 | Cash App | +25 | 41% | 66% |
#6 | Spotify | +23 | 47% | 70% |
#7 | Shein | +22 | 22% | 44% |
#8 | Trolli | +21 | 24% | 45% |
#9 | Twitch | +21 | 21% | 42% |
#10 | Apple Pay | +20 | 39% | 59% |
#11 | DoorDash | +18.7 | 46.7% | 65.5% |
#12 | Fenty Beauty | +18.6 | 17.1% | 35.7% |
#13 | +17.8 | 33.0% | 50.7% | |
#14 | +17.3 | 33.7% | 50.9% | |
#15 | Epic Games | +17.1 | 24.9% | 42.0% |
#16 | Roblox | +16.8 | 22.0% | 38.7% |
#17 | Vans | +16.5 | 51.7% | 68.2% |
#18 | Xbox | +16.4 | 48.4% | 64.8% |
#19 | Capri Sun | +16.2 | 60.4% | 76.6% |
#20 | PlayStation | +15.9 | 56.4% | 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.
Rank | Brand | Favorability |
---|---|---|
#1 | YouTube | 86.2% |
#2 | 83.9% | |
#3 | Netflix | 82.2% |
#4 | Amazon | 80.3% |
#5 | M&Ms | 79.8% |
#6 | Walmart | 79.8% |
#7 | Target | 79.7% |
#8 | Doritos | 79.3% |
#9 | Kit Kat | 79.0% |
#10 | Oreo | 78.6% |
#11 | Gatorade | 78.5% |
#12 | Nike | 78.4% |
#13 | Cheetos | 77.5% |
#14 | Dollar Tree | 77.4% |
#15 | Sprite | 77.4% |
#16 | Pringles | 76.7% |
#17 | Capri Sun | 76.6% |
#18 | Pixar | 76.6% |
#19 | Skittles | 76.3% |
#20 | Apple | 75.9% |
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.
Healthcare
Charted: Average Years Left to Live by Age
Visualizing the number of years left to live for Americans at every age, reveals the broader trends in American life expectancy.

How Many Years Do You Have Left to Live?
At the start of the 19th century, when there fewer than 1 billion humans on the earth, global life expectancy at birth stood at roughly 29 years.
This is a startlingly low figure—because life expectancy is a statistical projection of how many more years a person can expect to live, based on the mortality rates at the time. And since the infant mortality rate in particular was so high, life expectancies accurately summarized the low likelihood of many babies living to adulthood.
However, since the 1920s, life expectancy across all ages has improved leaps and bounds, thanks to rapid advancements in nutrition, healthcare, and sanitation.
We visualized the current American life expectancy by age and gender, using data from the Office of Social Security, which bases their current projections on 2020 mortality rates.
American Life Expectancy at Every Age
A key takeaway with life expectancy is that it increases as one gets older. This is easily seen in the table below, which lists the remaining years left to live at a given age for an American male and the projected life expectancy.
Age | Years Remaining (Men) | Life Expectancy (Men) |
---|---|---|
0 | 74.12 | 74.12 |
1 | 73.55 | 74.55 |
2 | 72.58 | 74.58 |
3 | 71.60 | 74.60 |
4 | 70.62 | 74.62 |
5 | 69.63 | 74.63 |
6 | 68.64 | 74.64 |
7 | 67.65 | 74.65 |
8 | 66.65 | 74.65 |
9 | 65.66 | 74.66 |
10 | 64.67 | 74.67 |
11 | 63.68 | 74.68 |
12 | 62.69 | 74.69 |
13 | 61.70 | 74.70 |
14 | 60.71 | 74.71 |
15 | 59.73 | 74.73 |
16 | 58.76 | 74.76 |
17 | 57.79 | 74.79 |
18 | 56.84 | 74.84 |
19 | 55.90 | 74.90 |
20 | 54.97 | 74.97 |
21 | 54.04 | 75.04 |
22 | 53.12 | 75.12 |
23 | 52.21 | 75.21 |
24 | 51.30 | 75.30 |
25 | 50.39 | 75.39 |
26 | 49.48 | 75.48 |
27 | 48.57 | 75.57 |
28 | 47.66 | 75.66 |
29 | 46.76 | 75.76 |
30 | 45.86 | 75.86 |
31 | 44.97 | 75.97 |
32 | 44.07 | 76.07 |
33 | 43.18 | 76.18 |
34 | 42.29 | 76.29 |
35 | 41.39 | 76.39 |
36 | 40.50 | 76.50 |
37 | 39.62 | 76.62 |
38 | 38.73 | 76.73 |
39 | 37.85 | 76.85 |
40 | 36.97 | 76.97 |
41 | 36.09 | 77.09 |
42 | 35.21 | 77.21 |
43 | 34.34 | 77.34 |
44 | 33.46 | 77.46 |
45 | 32.59 | 77.59 |
46 | 31.73 | 77.73 |
47 | 30.87 | 77.87 |
48 | 30.01 | 78.01 |
49 | 29.17 | 78.17 |
50 | 28.33 | 78.33 |
51 | 27.50 | 78.50 |
52 | 26.67 | 78.67 |
53 | 25.86 | 78.86 |
54 | 25.06 | 79.06 |
55 | 24.27 | 79.27 |
56 | 23.48 | 79.48 |
57 | 22.71 | 79.71 |
58 | 21.95 | 79.95 |
59 | 21.21 | 80.21 |
60 | 20.47 | 80.47 |
61 | 19.74 | 80.74 |
62 | 19.03 | 81.03 |
63 | 18.32 | 81.32 |
64 | 17.63 | 81.63 |
65 | 16.94 | 81.94 |
66 | 16.26 | 82.26 |
67 | 15.58 | 82.58 |
68 | 14.91 | 82.91 |
69 | 14.24 | 83.24 |
70 | 13.59 | 83.59 |
71 | 12.94 | 83.94 |
72 | 12.30 | 84.30 |
73 | 11.67 | 84.67 |
74 | 11.05 | 85.05 |
75 | 10.46 | 85.46 |
76 | 9.88 | 85.88 |
77 | 9.32 | 86.32 |
78 | 8.77 | 86.77 |
79 | 8.25 | 87.25 |
80 | 7.74 | 87.74 |
81 | 7.25 | 88.25 |
82 | 6.77 | 88.77 |
83 | 6.31 | 89.31 |
84 | 5.88 | 89.88 |
85 | 5.47 | 90.47 |
86 | 5.07 | 91.07 |
87 | 4.70 | 91.70 |
88 | 4.35 | 92.35 |
89 | 4.02 | 93.02 |
90 | 3.72 | 93.72 |
91 | 3.44 | 94.44 |
92 | 3.18 | 95.18 |
93 | 2.96 | 95.96 |
94 | 2.75 | 96.75 |
95 | 2.57 | 97.57 |
96 | 2.42 | 98.42 |
97 | 2.28 | 99.28 |
98 | 2.15 | 100.15 |
99 | 2.04 | 101.04 |
100 | 1.93 | 101.93 |
101 | 1.83 | 102.83 |
102 | 1.73 | 103.73 |
103 | 1.63 | 104.63 |
104 | 1.54 | 105.54 |
105 | 1.45 | 106.45 |
106 | 1.36 | 107.36 |
107 | 1.27 | 108.27 |
108 | 1.18 | 109.18 |
109 | 1.10 | 110.10 |
110 | 1.02 | 111.02 |
111 | 0.95 | 111.95 |
112 | 0.88 | 112.88 |
113 | 0.82 | 113.82 |
114 | 0.76 | 114.76 |
115 | 0.70 | 115.70 |
116 | 0.65 | 116.65 |
117 | 0.60 | 117.60 |
118 | 0.56 | 118.56 |
119 | 0.52 | 119.52 |
120 | 0.48 | 120.48 |
At birth, an average American baby boy can expect to live till just past 74. But if the boy reaches adulthood, then at 21 he might live to a full year more, past 75. This trend persists even towards the end of life when the years we have left drop rapidly, influenced by the higher likelihood of death.
American women, on the other hand, have a higher life expectancy than men. At birth the gap is close to six years, narrowing steadily to around one year by 85.
Age | Years Remaining (Women) | Life Expectancy (Women) |
---|---|---|
0 | 79.78 | 79.78 |
1 | 79.17 | 80.17 |
2 | 78.19 | 80.19 |
3 | 77.21 | 80.21 |
4 | 76.22 | 80.22 |
5 | 75.23 | 80.23 |
6 | 74.24 | 80.24 |
7 | 73.25 | 80.25 |
8 | 72.25 | 80.25 |
9 | 71.26 | 80.26 |
10 | 70.27 | 80.27 |
11 | 69.27 | 80.27 |
12 | 68.28 | 80.28 |
13 | 67.29 | 80.29 |
14 | 66.30 | 80.30 |
15 | 65.31 | 80.31 |
16 | 64.32 | 80.32 |
17 | 63.34 | 80.34 |
18 | 62.36 | 80.36 |
19 | 61.38 | 80.38 |
20 | 60.41 | 80.41 |
21 | 59.44 | 80.44 |
22 | 58.47 | 80.47 |
23 | 57.50 | 80.50 |
24 | 56.54 | 80.54 |
25 | 55.58 | 80.58 |
26 | 54.61 | 80.61 |
27 | 53.66 | 80.66 |
28 | 52.70 | 80.70 |
29 | 51.74 | 80.74 |
30 | 50.79 | 80.79 |
31 | 49.84 | 80.84 |
32 | 48.89 | 80.89 |
33 | 47.94 | 80.94 |
34 | 47.00 | 81.00 |
35 | 46.06 | 81.06 |
36 | 45.12 | 81.12 |
37 | 44.18 | 81.18 |
38 | 43.24 | 81.24 |
39 | 42.31 | 81.31 |
40 | 41.38 | 81.38 |
41 | 40.45 | 81.45 |
42 | 39.52 | 81.52 |
43 | 38.60 | 81.60 |
44 | 37.68 | 81.68 |
45 | 36.76 | 81.76 |
46 | 35.85 | 81.85 |
47 | 34.94 | 81.94 |
48 | 34.04 | 82.04 |
49 | 33.14 | 82.14 |
50 | 32.24 | 82.24 |
51 | 31.35 | 82.35 |
52 | 30.47 | 82.47 |
53 | 29.59 | 82.59 |
54 | 28.72 | 82.72 |
55 | 27.86 | 82.86 |
56 | 27.01 | 83.01 |
57 | 26.16 | 83.16 |
58 | 25.32 | 83.32 |
59 | 24.49 | 83.49 |
60 | 23.67 | 83.67 |
61 | 22.85 | 83.85 |
62 | 22.04 | 84.04 |
63 | 21.24 | 84.24 |
64 | 20.45 | 84.45 |
65 | 19.66 | 84.66 |
66 | 18.88 | 84.88 |
67 | 18.10 | 85.10 |
68 | 17.34 | 85.34 |
69 | 16.58 | 85.58 |
70 | 15.82 | 85.82 |
71 | 15.08 | 86.08 |
72 | 14.36 | 86.36 |
73 | 13.64 | 86.64 |
74 | 12.94 | 86.94 |
75 | 12.26 | 87.26 |
76 | 11.60 | 87.60 |
77 | 10.95 | 87.95 |
78 | 10.31 | 88.31 |
79 | 9.70 | 88.70 |
80 | 9.10 | 89.10 |
81 | 8.53 | 89.53 |
82 | 7.98 | 89.98 |
83 | 7.44 | 90.44 |
84 | 6.93 | 90.93 |
85 | 6.44 | 91.44 |
86 | 5.99 | 91.99 |
87 | 5.55 | 92.55 |
88 | 5.15 | 93.15 |
89 | 4.76 | 93.76 |
90 | 4.41 | 94.41 |
91 | 4.08 | 95.08 |
92 | 3.78 | 95.78 |
93 | 3.51 | 96.51 |
94 | 3.27 | 97.27 |
95 | 3.05 | 98.05 |
96 | 2.85 | 98.85 |
97 | 2.68 | 99.68 |
98 | 2.52 | 100.52 |
99 | 2.37 | 101.37 |
100 | 2.23 | 102.23 |
101 | 2.09 | 103.09 |
102 | 1.96 | 103.96 |
103 | 1.84 | 104.84 |
104 | 1.72 | 105.72 |
105 | 1.61 | 106.61 |
106 | 1.51 | 107.51 |
107 | 1.41 | 108.41 |
108 | 1.32 | 109.32 |
109 | 1.24 | 110.24 |
110 | 1.16 | 111.16 |
111 | 1.09 | 112.09 |
112 | 1.02 | 113.02 |
113 | 0.96 | 113.96 |
114 | 0.90 | 114.90 |
115 | 0.85 | 115.85 |
116 | 0.80 | 116.80 |
117 | 0.75 | 117.75 |
118 | 0.70 | 118.70 |
119 | 0.66 | 119.66 |
120 | 0.62 | 120.62 |
Interestingly, women outlive men in nearly every country in the world, due to a mix of sociological, behavioral, and biological reasons.
COVID-19: Reversing A Decade of Increasing American Life Expectancy
While the current American life expectancy at birth seems reasonably high, it is nearly two years lower than the 2022 figure which used the 2019 mortality rate. It is also lower than the life expectancy at birth in 2009, which used 2005 mortality rate.
Year | Life Expectancy at Birth (Men) | Life Expectancy at Birth (Women) |
---|---|---|
2009 | 74.12 | 79.95 |
2014 | 76.10 | 80.94 |
2019 | 76.04 | 80.99 |
2023 | 74.12 | 79.78 |
American mortality rates went up 17% between 2019–2020, in part because of COVID-19, in turn affecting life expectancy. The U.S. also had a higher COVID-19 mortality rate compared to its peers two years after the pandemic first struck.
Thus, American life expectancy may not improve immediately to 2019 levels, which can affect insurance premiums, pension benefits, and plans.
Where Does This Data Come From?
Source: Office of Social Security, U.S. Government.
Note: The life expectancy at a given age is the average remaining number of years expected prior to death for a person at that exact age, born on January 1, using the mortality rates for 2020 over the course of their remaining life.
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