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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Demographics

3D Map: The World’s Largest Population Density Centers

What does population density look like on a global scale? These detailed 3D renders illustrate our biggest urban areas and highlight population trends.

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global population density map

A 3D Look at the Largest Population Density Centers

It can be difficult to comprehend the true sizes of megacities, or the global spread of 8 billion people, but this series of population density maps makes the picture abundantly clear.

Created using the EU’s population density data and mapping tool Aerialod by Alasdair Rae, the 3D-rendered maps highlight demographic trends and geographic constraints.

Though they appear topographical and even resemble urban areas, the maps visualize population density in squares. The height of each bar represents the number of people living in that specific square, with the global map displaying 2km x 2km squares and subsequent maps displaying 1km x 1km squares.

Each region and country tells its own demographic story, but the largest population clusters are especially illuminating.

China vs U.S. — Clusters vs Sprawl

population density spikes around China

Click here to view the high resolution version.

Zooming into the most populated country in the world, China and its surrounding neighbors demonstrate massive clusters of urbanization.

Most people are familiar with the large density centers around Hong Kong, Guangzhou, and Shanghai, but the concentration in central China is surprising. The cities of Chengdu and Chonqing, in the Sichuan Basin, are part of a massive population center.

Interestingly, more than 93% of China’s population lives in the Eastern half of the country. It’s a similar story in neighboring South Korea and Taiwan, where the population is clustered along the west coasts.

population density spikes in the united states

Click here to view the high resolution version.

The U.S. also has large population clusters along the coasts, but far more sprawl compared to its Asian counterparts. Though the Boston-Washington corridor is home to over 50 million residents, major centers spread out the population across the South and the Midwest.

Clearly visible are clusters in Florida (and not exclusively focused around Miami like some might believe), Illinois, Georgia, and Texas. The population is sparse in the West as expected, but California’s Los Angeles and Bay Area metros make up for the discrepancy and are just behind New York City’s density spikes in height.

India & Southeast Asia — Massive Density in Tight Areas

population density spikes around India

Click here to view the high resolution version.

At 1.38 billion people, India’s population is just behind China’s in terms of size. However, this sizable population fits into an area just one-third of China’s total land area, with the above map demonstrating what the same amount of people looks like in a smaller region.

On one hand, you still have clear clusters, such as in Mumbai, New Delhi, Kolkata, and Bangladesh’s Dhaka. On the other, there is a finite amount of room for a massive amount of people, so those density “spikes” are more like density “peaks” with the entire country covered in high density bars.

However, we can still see geographic trends. India’s population is more densely focused in the North before fading into the Himalayas. Bangladesh is equally if not more densely populated, with the exception of the protected Sundarbans mangrove forest along the coast. And Pakistan’s population seen in the distance is clustered along the Indus River.

population density spikes in Southeast Asia

Click here to view the high resolution version.

Geographic constraints have always been the biggest deciding factor when it comes to population density, and nowhere is this more apparent than Southeast Asia.

Take Indonesia, the fourth largest country by population. Despite spanning across many islands, more than half of the country’s 269 million inhabitants are clustered on the single island of Java. The metros of Jakarta and Surabaya have experienced massive growth, but spreading that growth across oceans to entirely new islands (covered by rainforests) is a tall order.

When the distance is smaller, that cross-water growth is more likely to occur. Nearby in the Philippines, more than 100 million people have densely populated a series of islands no bigger than the state of Arizona.

Indeed, despite being one of the most populated areas in the world, each country in Southeast Asia has had its own growing problems. Some are limited by space (Singapore, Philippines), while others are limited by forests (Thailand, Vietnam).

A World of Different Density Pictures

Though the above maps cover the five most populated countries on Earth, accounting for nearly half of the world’s population, they only show a small part of the global picture.

As the full global density map at the top of the page highlights, the population patterns can accurately illustrate some geographic patterns and constraints, while others need further exploration.

For example, the map clearly gives an outline of Africa and the sparse area that makes up the Sahara Desert. At the same time, landmasses like Australia and New Zealand are almost invisible save for a few clusters along the coast.

To get a closer and more intricate picture of each country’s density map, head to Alasdair Rae’s long thread of rendered maps and start scrolling up to find yours!

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Misc

Countries with the Highest (and Lowest) Proportion of Immigrants

Here, we highlight countries that are magnets for immigration, such as UAE and Qatar, as well as nations with very few foreign born residents.

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countries with the highest proportion of immigrants

Countries with the Highest Proportion of Immigrants

For people living in cosmopolitan urban centers, it’s easy to overestimate the prevalence of immigrants around the world.

The median proportion of foreign-born people in all countries is just over 5%. In countries with a population greater than one million, only four are majority foreign-born, and only eight surpass the one-third mark.

Here are the top 20 countries with the highest proportion of immigrants in their populations:

CountryImmigrants as a percentage of population
🇦🇪 United Arab Emirates88%
🇶🇦 Qatar77%
🇰🇼 Kuwait73%
🇧🇭 Bahrain55%
🇴🇲 Oman46%
🇸🇬 Singapore43%
🇸🇦 Saudi Arabia39%
🇯🇴 Jordan34%
🇦🇺 Australia30%
🇨🇭 Switzerland29%
🇳🇿 New Zealand29%
🇱🇧 Lebanon25%
🇮🇱 Israel23%
🇨🇦 Canada21%
🇰🇿 Kazakhstan20%
🇸🇪 Sweden20%
🇦🇹 Austria19%
🇩🇪 Germany19%
🇬🇦 Gabon19%
🇮🇪 Ireland18%

Source: UN via World Population Review. Note: Only countries with a population of greater than one million are included.

The United Arab Emirates comes out on top for the highest proportion of immigrants in its population. Impressively, the small Middle Eastern nation ranks sixth in the world for total immigrant population (8.7 million people).

Other countries on the Arabian Peninsula also rank at the top of this list. In Qatar, current host of the 2022 World Cup, 3-in-4 people are immigrants. The high proportion of foreign workers in the country also results in an extreme demographic skew—approximately 75% of the population of Qatar is male.

The one extreme outlier in the region is war-torn Yemen, where only 1.3% of the population are immigrants.

Outside the Middle East, Singapore (43%) takes top spot, followed by Australia (30%).

Spotlight on U.S. Immigration

Although the United States is outside the top 20, it still has by far the most immigrants of any other country (50 million vs. 16 million in second-place Germany).

About 15% of people in the U.S. are immigrants—numbers which are comparable to the historic high in the late 19th century. The proportion of foreign-born people in the country has been on the rise since the 1970s, and is projected to continue rising in coming decades. Around 2030, immigration is expected to surpass natural increases as a driver of population growth.

Countries with the Lowest Proportion of Immigrants

A few countries are magnets for immigration, while a great many more receive very little immigration. This can simply be due to lack of demand, or because of more extreme circumstances such as war or a failing economy. In other cases, immigration policies may limit the number of people who can migrate to a country.

Here are the top 20 countries with the lowest proportion of immigrants in their populations:

CountryImmigrants as a percentage of population
🇨🇺 Cuba0.03%
🇨🇳 China0.07%
🇻🇳 Vietnam0.08%
🇮🇩 Indonesia0.13%
🇲🇬 Madagascar0.13%
🇲🇲 Myanmar0.14%
🇭🇹 Haiti0.17%
🇰🇵 North Korea0.19%
🇱🇰 Sri Lanka0.19%
🇵🇭 Philippines0.21%
🇲🇦 Morocco0.28%
🇮🇳 India0.35%
🇵🇬 Papua New Guinea0.35%
🇦🇫 Afghanistan0.37%
🇸🇴 Somalia0.37%
🇪🇷 Eritrea0.39%
🇭🇳 Honduras0.40%
🇬🇹 Guatemala0.47%
🇰🇭 Cambodia0.47%
🇹🇳 Tunisia0.51%

Cuba has the lowest level of foreign-born people in its population. The Caribbean nation makes it very difficult for foreign nationals obtain permanent residency.

China comes in second last. In absolute terms, the million or so immigrants living in China may sound like a lot, but pales in comparison to the overall population of 1.4 billion.

Interestingly, Japan–which is the poster child for low immigration–isn’t on the list above. The country’s foreign-born population sits at just over 2%.

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