Visualizing the Most Loved Brands, by Generation
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The Most Loved Brands, by Generation

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The Most Beloved Brands, by Generation

When it comes to buying into brands, consumers are spoiled for choice.

The vast amount of options available makes it increasingly difficult for brands to build meaningful emotional connections with them—but for the brands that do, the payoff can be huge.

Today’s graphic pulls data from MBLM’s 2020 Brand Intimacy Report and visualizes the top 10 brands that different generations connect with the most.

Can Emotion Be Measured?

Brands that tap into consumers’ emotions can establish higher levels of trust. This in turn creates a culture of loyalty that could ensure a unique standing in the market and long-term growth.

In fact, intimate brands that have a strong emotional bond with their consumers tend to outperform top companies listed on the S&P 500 and Fortune 500 in both revenue and profit. To measure how brands emotionally connect with consumers, MBLM looked at four key factors:

  • Users: The existing relationship between a brand and a consumer
  • Emotional Connection: The degree of positive feelings the user has for a brand, and the extent to which their personal values align with the brand’s values
  • Archetype: The six markers that are present among intimate brands, which include fulfillment, identity, enhancement, ritual, nostalgia, and indulgence
  • Stage: The degree of intensity in the relationship across three phases: sharing, bonding, and fusing
  • Intimacy Score: Based on these four components, a score is assigned, ranging from 0-100

The total score also reveals which brands rank the highest across different age groups. While there are some commonalities across each generation, can brands be all things to all people?

The Chosen One

There are very few brands that have the luxury of retaining loyal customers from different age brackets. Amazon, however, manages to transcend age. The retail giant appears in the top five for Millennials, Gen X, and Baby Boomers—with the latter awarding the brand their #1 spot.

Every generation named “enhancement” as Amazon’s defining trait, meaning their lives have improved as a result of the relationship. The “ritual” trait also scored high, with users claiming the brand has become ingrained into their daily behavior.

Ranked: Top Brands by Generation

Gen Z and Millennials (18-34)

Sony-owned PlayStation holds the title for the most intimate brand among Millennials, climbing up from the 8th spot in 2019. Impressively, more than 50% of Millennials have an emotional connection to the brand, with men having a particularly strong affinity for it.

Having recently celebrated its 25th anniversary, the gaming brand’s success has been fueled by the increasing popularity of multiplayer and professional gaming, as well as new product innovation—with five of the ten best selling consoles owned by PlayStation.

RankBrandScoreIndustry   
#1PlayStation78.3Media and Entertainment
#2Amazon76.6Retail
#3Target68.7Retail
#4Disney67.8Media and Entertainment
#5Ford67.4Automotive
#6Jeep66.8Automotive
#7Apple65.9Technology
#8YouTube63.0Media and Entertainment
#9Xbox59.8Media and Entertainment
#10Nintendo56.8Media and Entertainment

Interestingly, when Gen Z (18-24) are singled out, Microsoft-owned Xbox ranks as #1, increasing its score to 73.5 in 2020 from 49.7 in 2018.

Gen X (35-54)

As the generational middle child, Gen X did not grow up with the same access to technology. However, their tech adoption is almost on par with Millennials, with similar adoption rates across tablet and smartphone ownership.

It is no surprise therefore, that Apple has captured the hearts of this generation, sitting proudly in first place. When the iPhone launched in 2007, this group was between 22-41 years old, so they have likely been loyal followers of the tech brand since its earlier days.

RankBrandScoreIndustry   
#1Apple72.1Technology
#2Amazon66.8Retail
#3Netlix66.1Media and Entertainment
#4Jeep65.1Automotive
#5Disney65.0Media and Entertainment
#6Ford63.6Automotive
#7Samsung58.5Technology
#8Xbox57.0Media and Entertainment
#9Walmart55.2Retail
#10Nike54.6Apparel

While this generation has no qualms about shopping online, 72% of them shop in brick and mortar stores and are satisfied with doing so—which may be part of the reason why retail giant Walmart joins Amazon in the top 10.

Baby Boomers (55-64)

Controlling almost 70% of disposable income in the U.S., Baby Boomers are arguably the most influential of all consumer groups.

While they feel the most emotionally connected to Amazon, it’s also true that Apple was another tech brand to win the affection of this age group.

RankBrandScoreIndustry   
#1Amazon70.0Retail
#2Toyota63.6Automotive
#3Apple61.4Technology
#4Costco61.2Retail
#5Macy’s55.2Retail
#6Hershey’s54.8Consumer Packaged Goods
#7Hewlett-Packard54.4Technology
#8Pillsbury51.8Consumer Packaged Goods
#9Kellogg’s50.0Consumer Packaged Goods
#10Pepsi50.0Consumer Packaged Goods

This generation dominates almost 50% of consumer packaged goods (CPG) sales in the U.S.—which likely explains why the rest of their top brands are more traditional household names, such as Macy’s, Hershey’s, and Kellogg’s.

It is also clear from the ranking that this group values brands with nostalgic qualities, as well as the ability to provide them with moments of indulgence.

The Changing Brand Landscape

The brand and consumer relationship has shifted with the ages, but each generation’s unique value system has remained the most important piece of the puzzle.

It is worth noting that none of the Baby Boomer’s favorite brands appear in the ranking for those aged 18-24 (Gen Z). Are the preferences of younger generations signalling a cultural shift, in which we place more value on distraction rather than satisfaction?

Note: The 2020 Brand Intimacy Report covers an age range of 18-64. The way that the ranking is structured makes it difficult to reflect conventional demographic groups (e.g. Gen Z, the Silent Generation etc.)

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Misc

All World Languages in One Visualization

See the world’s major languages broken down by country in this stunning visualization.

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All World Languages, By Native Speakers

View a high resolution version of today’s graphic by clicking here.

Languages provide a window into culture and history. They’re also a unique way to map the world – not through landmasses or geopolitical borders, but through mother tongues.

The Tower of Babel

Today’s infographic from Alberto Lucas Lopez condenses the 7,102 known living languages today into a stunning visualization, with individual colors representing each world region.

Only 23 languages are spoken by at least 50 million native speakers. What’s more, over half the planet speaks at least one of these 23 languages.

Chinese dominates as a macrolanguage, but it’s important to note that it consists of numerous languages. Mandarin, Yue (including Cantonese), Min, Wu, and Hakka cover over 200 individual dialects, which vary further by geographic location.

CountryNative Chinese speakers (millions)
🇨🇳 China1,152.0
🇹🇼 Taiwan21.8
🇭🇰 Hong Kong SAR6.5
🇲🇾 Malaysia5.1
🇸🇬 Singapore1.8
🇹🇭 Thailand1.2
🇻🇳 Vietnam0.9
🇵🇭 Philippines0.7
🇲🇲 Myanmar0.5
🇲🇴 Macau SAR0.5
Other6.0
Total1,197 million

Chinese is one of the most challenging languages for English speakers to pick up, in part due its completely unfamiliar scripts. You’d have to know at least 3,000 characters to be able to read a newspaper, a far cry from memorizing the A-Z alphabet.

Spanglish Takes Over

After Chinese, the languages of Spanish and English sit in second and third place in terms of global popularity. The rapid proliferation of these languages can be traced back to the history of Spanish conquistadors in the Americas, and British colonies around the world.

Animation: Map of Colonization (1492 – 2008):
Colonization Map

Today, Spanish has 399 million native speakers, but these are mostly concentrated in Latin America. English has 335 million native speakers under its belt, with a widespread reach all over the globe.

Two Worlds, One Family

While the visualization makes all the world languages seem disparate, this linguistic family tree shows how they grew from a common root. It also explains how languages can evolve and branch out over time.

Language Tree

Created by Minna Sundberg. Full version.

This linguistic tree also includes many languages that are not on the large visualization of 23 mother tongues. Some of them might be considered endangered or at risk today, such as Catalan or Welsh. However, with globalization, a few interesting linguistic trends are arising.

1. Language revival
Certain enclaves of marginalized languages are being preserved out of pride for the traditional and cultural histories attached.

While Catalan was once banned, its rebirth is a key marker of identity in Barcelona. More than 150 universities teach Catalan worldwide. In the case of Welsh, a mammoth university project plans to make sure it does not die out. Researchers are compiling ten million Welsh words to preserve the past, present, and future of the language.

2. Language forecast
At this point in time, English is the lingua franca – adopted as a common language among speakers with different mother tongues. However, this status might soon be fuzzier as demographic trends continue.

The rise of China is an obvious one to consider. As China continues to increase its economic might and influence, its languages will proliferate as well.

At the same time, 26 African countries are projected to double their current size, many of which speak French as a first language. One study by investment bank Natixis suggests that Africa’s growth may well bring French to the forefront – making it the most-spoken language by 2050.

Could French provide a certain je ne sais quoi that no other world language can quite replace?

This post was first published in 2018. We have since updated it, adding in new content for 2021.

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Demographics

Ranked: The World’s Fastest Growing Cities

Nearly 60% of the world’s population lives in cities and this trend is not slowing down—take a look at the world’s 20 fastest growing cities.

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fastest growing cities

Ranked: The World’s Fastest Growing Cities

By 2025, the world’s population will reach over 8.1 billion people.

Most of that population growth will be concentrated in cities across Africa and Asia. To help paint a detailed picture, this map uses data from the United Nations to rank the top 20 fastest growing cities in the world in terms of average annual growth rate from 2020 to 2025.

Full Speed Ahead

The majority of the world’s fastest growing cities are located in Africa—in fact, 17 of the 20 are located on the continent, with four of the 20 cities being located in Nigeria specifically.

Population growth is booming across the entire continent, as many countries retain high birth rates. According to the World Bank, the 2019 fertility rate (births per woman) in Sub-Saharan Africa was 4.6, compared to the global fertility rate of 2.4.

CityCountryContinentAnnual Growth (2020-2025p)
Gwagwalada🇳🇬 NigeriaAfrica6.46%
Kabinda🇨🇩 Democratic Republic of CongoAfrica6.37%
Rupganj🇧🇩 BangladeshAsia6.36%
Lokoja🇳🇬 NigeriaAfrica5.93%
Uige🇦🇴 AngolaAfrica5.92%
Bujumbura🇧🇮 BurundiAfrica5.75%
Songea🇹🇿 TanzaniaAfrica5.74%
Xiongan🇨🇳 ChinaAsia5.69%
Potiskum🇳🇬 NigeriaAfrica5.65%
Bunia🇨🇩 Democratic Republic of CongoAfrica5.63%
Tete🇲🇿 MozambiqueAfrica5.56%
Cuito🇦🇴 AngolaAfrica5.48%
Hosur🇮🇳 IndiaAsia5.38%
Abomey-Calavi🇧🇯 BeninAfrica5.27%
Nnewi🇳🇬 NigeriaAfrica5.18%
Malanje🇦🇴 AngolaAfrica5.17%
Mbouda🇨🇲 CameroonAfrica5.16%
Quelimane🇲🇿 MozambiqueAfrica5.14%
Kampala🇺🇬 UgandaAfrica5.14%
Goma🇨🇩 Democratic Republic of CongoAfrica5.14%

Nigeria’s economy is largely based on petroleum which has resulted in the country becoming one of the strongest economies in Africa. This, coupled with a high birth rate and a resulting young population, has given the country a strong and rising workforce.

However, the population growth in Nigeria is both a blessing and a curse. The success of the economy, among other factors, has resulted in excessive rural-to-urban migration. This mass exodus from rural areas has led to less farming, which means the country now needs to import basic food staples at a high cost.

In Mozambique, Tete and Quelimane are growing 5.56% and 5.14% respectively. The country is expected to experience strong economic growth after facing contractions due to the pandemic. Forecasts predict that the Mozambiques’s economy will grow 4% by 2022.

Implications of Fast Growth

All of the top 20 fastest growing cities are located in either Africa or Asia, and they are far outpacing growth on other continents, such as Europe, for example.

Fastest Growing Cities: Europe vs. Global

Europe's Fastest Growing CitiesGrowth RateWorld's Fastest Growing CitiesGrowth Rate
🇷🇺 Balashikha, Russia2.01%🇳🇬 Gwagwalada6.46%
🇷🇺 Tyumen, Russia 1.88%🇨🇩 Kabinda6.37%
🇦🇱 Tiranë (Tirana), Albania1.63%🇧🇩 Rupganj6.36%
🇳🇴 Oslo, Norway 1.38%🇳🇬 Lokoja5.93%
🇷🇺 Sochi, Russia1.33%🇦🇴 Uige5.92%
🇬🇧 Coventry-Bedworth, UK1.32%🇧🇮 Bujumbura5.75%
🇸🇪 Stockholm, Sweden1.25%🇹🇿 Songea5.74%
🇨🇭 Lausanne, Switzerland1.23%🇨🇳 Xiongan5.69%
🇷🇺 Krasnodar, Russia1.22%🇳🇬 Potiskum5.65%
🇷🇺 Surgut, Russia1.17%🇨🇩 Bunia5.63%
🇷🇺 Podolsk, Russia1.16%🇲🇿 Tete5.56%
🇮🇪 Dublin, Ireland1.12%🇦🇴 Cuito5.48%
🇬🇧 London, UK1.12%🇮🇳 Hosur5.38%
🇳🇱 Utrecht, Netherlands1.11%🇧🇯 Abomey-Calavi5.27%
🇸🇪 Göteborg, Sweden1.07%🇳🇬 Nnewi5.18%
🇫🇷 Toulouse, France1.07%🇦🇴 Malanje5.17%
🇸🇪 Malmö, Sweden1.05%🇨🇲 Mbouda5.16%
🇫🇷 Montpellier, France1.04%🇲🇿 Quelimane5.14%
🇫🇷 Bordeaux, France0.99%🇺🇬 Kampala5.14%
🇨🇭 Genève, Switzerland0.99%🇨🇩 Goma5.14%

By 2050, Sub-Saharan Africa will be home to close to 2 billion people and roughly half will be under the age of 25. This represents an enormous labor force and opportunities for innovation and growth. In fact, in navigating the pandemic, Africa is already starting to capitalize on digital advances in both traditional and new sectors.

China has its eye on Africa, as evidenced through their multiple investments in infrastructure projects in the continent. Additionally, NATO countries have recently committed to investing similar amounts in Africa to counter China’s influence.

In spite of the economic potential, increased city sizes could be problematic for some of these countries. They will need to adapt to the issues associated with mass urbanization, like pollution, overcrowding, and high costs of living.

Changing Tides

Population booms can lead to massive economic growth, a larger (and younger) working population, and a growing domestic consumer market.

As the aforementioned cities continue their rapid expansion, and as people continue to flock to growing megacities in Africa and Asia, it could represent the beginning of an important economic shift that is worth keeping an eye on.

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