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The Most Loved Brands, by Generation

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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.)

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Demographics

Animated Map: The Comparative Might of Continents

We’ve come a long way since Pangea. This short video examines the area, population, and GDP of our continents as a share of the world’s total.

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Animated Map: The Comparative Might of Continents

We’ve come quite a long way since the time of Pangea. Today, the world’s continents are home to over 7.8 billion people, and each one is unique in its own way.

This video from the data visualization tool Vizzu compares the surface area, population, and GDP of the continents—all in terms of their contribution to the world’s total. Let’s dive further into the results of each category.

Click through to source to see the country breakdowns. Antarctica has been excluded from these calculations.

Surface Area: Does Size Matter?

When it comes to sheer land mass, Asia emerges on top with over one-third of the global surface area. On that front, it certainly has a little help from the combined forces of Russia and China, even as the former overlaps Eastern Europe as well.

RankRegionShare of Global Surface AreaLargest Country
#1Asia36.5%🇷🇺 Russia
#2Africa22.3%🇩🇿 Algeria
#3North America17.1%🇨🇦 Canada
#4South America13.2%🇧🇷 Brazil
#5Oceania6.4%🇦🇺 Australia
#6Europe4.6%🇷🇺 Russia

Africa comes in second, but doesn’t lag behind by much. A stone’s throw from Europe, Algeria is the largest country on the continent—and the 10th largest in the world.

Failing to grasp the true size of Africa is a common mental mistake, as many maps systematically underestimate its scale. The continent could easily fit the entirety of China, India, the U.S., and multiple European countries within its borders.

Population: Packing People Together

Another way to look at things is in terms of the number of inhabitants in each region. Asia is once again on top, with almost two-thirds of the world squeezed onto the continent.

RankRegionShare of Global PopulationMost Populous Country
#1Asia61.8%🇨🇳 China
#2Africa16.1%🇳🇬 Nigeria
#3Europe8.2%🇷🇺 Russia
#4North America7.7%🇺🇸 U.S.
#5South America5.6%🇧🇷 Brazil
#6Oceania0.5%🇦🇺 Australia

Asia’s lead in population is impressive, but it’s a margin that is unlikely to last forever.

By the year 2100—new estimates show the populations India and China could start to dip. Meanwhile Nigeria, which is already Africa’s most populous country with near 196 million people, could potentially quadruple in numbers in the same time frame.

In this metric, Europe also rises to third place. This is thanks again to the approximately 146 million people within Russia. However, if only the countries located completely within the continent are considered, Germany’s population of nearly 84 million would win out.

GDP: Emerging Wealth Overtakes

Finally, economic output—measured in terms of Gross Domestic Product (GDP)—is the most common way to assess the relative prosperity of countries and continents.

At this, the U.S. dominates with $21.4T according to the World Bank, though it swaps places with China which boasts $23.5T when adjusted for purchasing power parity (PPP).

RankRegionShare of Global GDPRichest Country (both nominal and PPP)
#1Asia36.9%🇨🇳 China
#2North America28.9%🇺🇸 U.S.
#3Europe23.9%🇩🇪 Germany
#4South America5.1%🇧🇷 Brazil
#5Africa3.1%🇳🇬 Nigeria
#6Oceania2.1%🇦🇺 Australia

Source: World Bank for both GDP Nominal and PPP, 2019.

Global wealth share drops sharply between Europe and South America, though it’s worth noting that rising inequality is also hidden under the surface within many high-income regions.

In terms of overall GDP, the Asian continent makes up the lion’s share. Asia is also home to many of the world’s emerging markets—which means there may be an even more pronounced shift of wealth towards the East in coming decades.

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Demographics

The World Population in 2100, by Country

New estimates show that world population may begin shrinking in coming years. We visualize this and how country populations will change by 2100.

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The World Population in 2100, by Country

In 2015, the United Nations predicted that the global population could surpass 11 billion by the end of the century.

Last year, the UN revised these estimates, but the numbers it came up with were still well above 10 billion. These regular projections from the UN have been the status quo—until now.

Plenty of signs have pointed to there being a population plateau, but recent research from the Institute for Health Metrics and Evaluation (IHME), published in The Lancet, suggests that the number of people on this planet may actually start to shrink well before the year 2100.

Here’s a closer look at these complex projections.

UN vs. IHME Population Estimates

According to the UN, the world population is set to steadily rise over the years:

  • 2030: 8.5 billion
  • 2050: 9.7 billion
  • 2100: 10.9 billion

In contrast, IHME paints a different picture. It projects the population to actually peak at 9.7 billion in 2064. Following this trajectory, there could be 8.8 billion people in 2100, approximately 2 billion fewer than previously thought.

Various demographic factors are behind these differences—higher life expectancies, migration rates, and lower fertility rates. For this last factor, independent drivers including contraceptive access and higher educational attainment were also considered.

A shifting age structure is also a key aspect of this transition. By 2100, over a quarter of the world or nearly 2.37 billion will be aged 65 years and above.

The Most Populous Countries in 2100

Amid all these demographic sea changes, which countries will come out on top?

Despite an overall decline in numbers to 1.09 billion people in 2100, India moves up from second to first place on the population leaderboard.

RankCountryPopulation (2017)RankCountryPopulation (2100E)
#1🇨🇳 China1.4B#1🇮🇳 India1.09B
#2🇮🇳 India1.38B#2🇳🇬 Nigeria791M
#3🇺🇸 U.S.325M#3🇨🇳 China732M
#4🇮🇩 Indonesia258M#4🇺🇸 U.S.336M
#5🇵🇰 Pakistan214M#5🇵🇰 Pakistan248M
#6🇧🇷 Brazil212M#6🇨🇩 DR Congo246M
#7🇳🇬 Nigeria206M#7🇮🇩 Indonesia229M
#8🇧🇩 Bangladesh157M#8🇪🇹 Ethiopia223M
#9🇷🇺 Russia146M#9🇪🇬 Egypt199M
#10🇯🇵 Japan128M#10🇹🇿 Tanzania186M

The populations of both India and China will begin to contract after the mid-century—and it’s predicted that China’s total population will drop by almost half to 732 million by 2100.

Led by Nigeria, Sub-Saharan Africa is the only region that will continue to see growth by century’s end. In fact, four of the top 10 countries in the world in terms of population count will be located in Sub-Saharan Africa.

Tightly Packed Together

One final thing to consider is how population density may look in 2100, with many more people clustered in the same areas. For example, Nigeria is dealing with a land area nearly 11 times smaller than the U.S.—but it will have more than double the population.

Country2100 Pop.Area (Millions, km²/mi²)Population Density per km² (mi²)
🇳🇬 Nigeria791M0.92M km² (0.36M mi²)856.3 (2217.7)
🇮🇳 India1.09B3.29M km² (1.27M mi²)331.6 (858.8)
🇵🇰 Pakistan248M0.88M km² (0.34M mi²)281.2 (728.3)
🇪🇹 Ethiopia223M1.10M km² (0.42M mi²)202.7 (531.0)
🇪🇬 Egypt199M1.01M km² (0.39M mi²)197.0 (510.1)
🇹🇿 Tanzania186M0.95M km² (0.37M mi²)196.3 (508.5)
🇮🇩 Indonesia229M1.90M km² (0.74M mi²)120.2 (311.4)
🇨🇩 DR Congo246M2.35M km² (0.91M mi²)104.9 (271.7)
🇨🇳 China732M9.60M km² (3.70M mi²)76.3 (197.8)
🇺🇸 U.S.336M9.83M km² (3.80M mi²)34.2 (88.5)

Regardless of how the future population count shakes out, it’s clear that these heavyweight countries will undergo significant transformation in the coming decades.

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