Connect with us

Demographics

The Most Loved Brands, by Generation

Published

on

most loved brands by generation

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.)

Subscribe to Visual Capitalist

Thank you!
Given email address is already subscribed, thank you!
Please provide a valid email address.
Please complete the CAPTCHA.
Oops. Something went wrong. Please try again later.

Comments

Demographics

Ranked: The Most Populous Cities in the World

Where are the world’s largest cities in terms of population? This graphic looks at the top 20 most populous cities in the world.

Published

on

most populous cities

Ranked: The Most Populous Cities in the World

More than half of the world’s population currently lives in cities—and as time goes on, it’s clear that more urban dwellers will find themselves living in megacities.

Megacities are defined as urban areas with a population of more than 10 million people. This means that the world’s top 20 most populous cities are all megacities.

This visualization, using data from Macrotrends, shows the 20 most populous cities in the world.

Rapid Urbanization

Today, more than 80% of people in higher income countries find themselves living in urban areas, and in upper-middle income countries the number lies between 50-80%.

Rural-to-urban migration is an increasingly relevant trend in the 21st century. Prospects of better job opportunities and higher wages, along with shifts from agrarian to industrial and service-based economies, are causing mass movement to cities.

How much have the world’s five most populous cities grown in just the last decade?

RankCity 2010 Population 2020 Population Percentage Change
#1🇯🇵 Tokyo36,834,00037,393,000+1.5%
#2🇮🇳 Delhi21,935,00030,291,000+38.1%
#3🇨🇳 Shanghai19,980,00027,058,000+35.4%
#4🇧🇷 São Paulo19,660,00022,043,000+12.1%
#5🇲🇽 Mexico City 20,132,00021,782,000+8.2%

While Tokyo only gained 559,000 people between 2010 and 2020, Delhi gained over 8 million people in the same time frame.

Shanghai grew by over 7 million people. Meanwhile, São Paulo grew by more than 2 million, and Mexico City gained just over 1.6 million people.

Interestingly, Mexico City placed third on the top largest cities list in 2010, but has since experienced slower growth compared to its competitors, Shanghai and São Paulo.

The Most Populous Cities Today

While Tokyo is the world’s most populous city with 37,393,000 people, this number is leveling out due to declining birth rates and an aging population.

Indian and Chinese cities, on the other hand, will continue to grow rapidly in the coming years. In fact, it’s expected that Delhi’s population could surpass Tokyo’s by 2028.

Here’s a closer look at the top 20 most populous cities.

RankCityPopulation
1🇯🇵 Tokyo37,393,000
2🇮🇳 Delhi30,291,000
3🇨🇳 Shanghai27,058,000
4🇧🇷 São Paulo22,043,000
5🇲🇽 Mexico City21,782,000
6🇧🇩 Dhaka21,006,000
7🇪🇬 Cairo20,901,000
8🇨🇳 Beijing20,463,000
9🇮🇳 Mumbai20,411,000
10🇯🇵 Osaka19,165,000
11🇺🇸 New York City18,804,000
12🇵🇰 Karachi16,094,000
13🇨🇳 Chongqing15,872,000
14🇹🇷 Istanbul15,190,000
15🇦🇷 Buenos Aires15,154,000
16🇮🇳 Calcutta14,850,000
17🇳🇬 Lagos14,368,000
18🇨🇩 Kinshasa14,342,000
19🇵🇭 Manila13,923,000
20🇨🇳 Tianjin13,580,000

By 2035, two new cities are expected to crack the top 20 list. Specifically, it’s projected that Bangalore (India) and Lahore (Pakistan) will boot out Tianjin and Buenos Aires. In addition, Guangzhou, Shenzhen, and Chennai are all expected to meet the megacity definition by 2035.

Urban growth will continue mainly in Asia and Africa, as some cities in regions such as Europe actually begin to shrink in population due to aging citizens and declining birth rates. Since 2012, deaths in the EU have actually been outpacing births—and in 2019, there were 4.7 million deaths compared to 4.2 million births, though net migration kept population numbers from falling.

Life in the City

While there are certainly downsides to mass urbanization, like pollution and overcrowding, the upsides clearly outweigh the negatives for most people. Convenience, better jobs, easier access to social services, and higher wages are among the many reasons people are likely to continue to move to cities, even in the post-COVID era.

With the emergence of smart and green cities, the quality of life for many urban dwellers will likely continue to improve, and more large urban areas will morph into megacities.

Subscribe to Visual Capitalist

Thank you!
Given email address is already subscribed, thank you!
Please provide a valid email address.
Please complete the CAPTCHA.
Oops. Something went wrong. Please try again later.

Continue Reading

Misc

Visualizing the U.S. Population by Race

America is a cultural mosaic—nearly 40% identify as a visible minority today. Here we break down the U.S. population by race by state.

Published

on

US population by race

Visualizing the U.S. Population by Race

The American population is a unique mosaic of cultures—and almost 40% of people identify as racial or ethnic minorities today.

In this treemap, we use data for 2019 from the Kaiser Family Foundation, which bases its analysis on the latest American Community Survey (ACS) data from the U.S. Census Bureau. Then we break down the same data on a state-by-state basis.

Growing Diversity in America

As of 2019, here is the current distribution of the U.S. population by race and ethnicity:

  • White: 60.1% (Non-Hispanic)
  • Hispanic: 18.5%
  • Black: 12.2%
  • Asian: 5.6%
  • Multiple Races: 2.8%
  • American Indian/Alaska Native: 0.7%
  • Native Hawaiian/Other Pacific Islander: 0.2%

Note that the U.S. totals do not include Puerto Rico.

However, these race and ethnicity projections are expected to change over the coming years. By the year 2060, it’s expected that the distribution of Non-Hispanic Whites as a percentage of total population will fall from 60.1% to 44.3% of Americans.

YearWhite*BlackHispanicAsianMultiple RacesOther**
202059.7%12.5%18.7%5.8%2.3%0.9%
202557.7%12.7%19.9%6.3%2.6%0.9%
203055.8%12.8%21.1%6.7%2.8%0.9%
203553.8%12.9%22.3%7.1%3.1%0.9%
204051.7%13.0%23.5%7.5%3.4%0.9%
204549.7%13.1%24.6%7.9%3.8%0.9%
205047.8%13.3%25.7%8.2%4.1%0.9%
205546.0%13.4%26.6%8.5%4.5%0.9%
206044.3%13.6%27.5%8.9%4.9%0.9%

Source: U.S. Census Bureau. *Excludes Hispanics **Other includes American Indian/Alaska Native (0.7%) and Native Hawaiian/Pacific Islander (0.2%). Both proportions remain unchanged in these projections.

Interestingly, the proportion of those from multiple racial and ethnic backgrounds will more than double, from 2.3% to 4.9% alongside rising patterns of interracial marriage.

Over time, the U.S. Census has been vastly expanded to reflect the true diversity that the country holds. In fact, it was only from 1960 onwards that people could select their own race—and only from 2020 can those who chose White or Black provide further information on their roots.

A State-by-State Breakdown

Of course, racial diversity in the United States differs widely from region to region.

In the Northeast—particularly the states Maine, Vermont, and New Hampshire—the Non-Hispanic White population accounts for 90% or more of the total. In contrast, Black populations are highest in the District of Columbia (45%) and several Southern states.

LocationWhiteBlackHispanicAsianMultiple RacesAmerican Indian
/Alaska Native
Native Hawaiian
/Other Pacific Islander
Alabama65%27%4%1%2%0%-
Alaska60%2%7%6%8%15%2%
Arizona54%4%32%3%2%4%0%
Arkansas72%15%8%2%2%1%0%
California36%5%40%15%3%0%0%
Colorado68%4%22%3%3%1%0%
Connecticut66%10%17%5%3%0%-
Delaware61%22%10%4%3%0%-
District of Columbia37%45%11%4%3%0%-
Florida53%15%27%3%2%0%0%
Georgia52%31%10%4%3%0%0%
Hawaii20%1%10%39%18%0%10%
Idaho82%1%13%1%3%1%-
Illinois61%14%18%6%2%0%<.01
Indiana79%9%7%2%2%0%-
Iowa85%4%6%2%2%0%<.01
Kansas76%6%12%3%3%1%-
Kentucky85%8%4%2%2%0%-
Louisiana59%32%5%2%2%1%-
Maine93%1%2%1%2%1%-
Maryland50%30%11%6%3%0%-
Massachusetts71%7%12%7%3%0%<.01
Michigan75%13%5%3%3%1%-
Minnesota79%6%6%5%3%1%-
Mississippi57%38%3%1%1%0%-
Missouri79%11%4%2%3%0%0%
Montana86%1%4%1%3%6%-
Nebraska79%5%11%2%2%1%-
Nevada48%9%29%9%4%1%1%
New Hampshire90%1%4%3%2%--
New Jersey55%12%21%10%2%0%-
New Mexico37%2%50%2%2%9%-
New York55%14%19%9%3%0%-
North Carolina63%21%10%3%3%1%<.01
North Dakota84%2%4%1%3%5%-
Ohio79%12%4%2%3%0%-
Oklahoma65%7%11%2%7%8%0%
Oregon75%2%13%5%4%1%0%
Pennsylvania76%10%8%4%2%0%<.01
Puerto Rico1%0%98%-0%--
Rhode Island71%6%17%3%3%0%-
South Carolina64%26%6%2%2%0%-
South Dakota82%2%4%1%2%8%-
Tennessee74%16%6%2%2%0%-
Texas41%12%40%5%2%0%0%
Utah78%1%14%2%3%1%1%
Vermont93%1%2%2%2%1%-
Virginia61%19%10%7%3%0%<.01
Washington68%4%13%9%5%1%1%
West Virginia93%3%1%1%2%0%-
Wisconsin81%6%7%3%2%1%-
Wyoming84%1%10%1%2%2%-
U.S.60.1%12.2%18.5%5.6%2.8%0.7%0.2%

Note: A dash (-) indicates estimates with relative standard errors greater than 30%, which were not included in the data

Of all the 50 states, Hawaii is home to the largest share of Asian populations at 39%. It also has one of the most diverse racial breakdowns in the nation overall, including the highest proportion of mixed race individuals.

Looking to another island, an overwhelming majority (98%) of Puerto Ricans are of Hispanic origins. While it’s not a state, its inhabitants are all considered U.S. citizens.

Charting the U.S. population by race is crucial for a number of reasons. This information can be used to better understand existing income and wealth gaps, track public health outcomes, and to aid in policy decision-making at higher levels.

We become not a melting pot but a beautiful mosaic. Different people, different beliefs, different yearnings, different hopes, different dreams.

—Jimmy Carter, 39th President of the U.S.

Editor’s note: This article has been updated to better reflect U.S. Census Bureau categories.

Subscribe to Visual Capitalist

Thank you!
Given email address is already subscribed, thank you!
Please provide a valid email address.
Please complete the CAPTCHA.
Oops. Something went wrong. Please try again later.

Continue Reading

Subscribe

Join the 220,000+ subscribers who receive our daily email

Thank you!
Given email address is already subscribed, thank you!
Please provide a valid email address.
Please complete the CAPTCHA.
Oops. Something went wrong. Please try again later.

Popular