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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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Markets

Ranked: The Best and Worst Pension Plans, by Country

As the global population ages, pension reform is more important than ever. Here’s a breakdown of how key countries rank in terms of pension plans.

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Ranked: Countries with the Best and Worst Pension Plans

The global population is aging—by 2050, one in six people will be over the age of 65.

As our aging population nears retirement and gets closer to cashing in their pensions, countries need to ensure their pension systems can withstand the extra strain.

This graphic uses data from the Melbourne Mercer Global Pension Index (MMGPI) to showcase which countries are best equipped to support their older citizens, and which ones aren’t.

The Breakdown

Each country’s pension system has been shaped by its own economic and historical context. This makes it difficult to draw precise comparisons between countries—yet there are certain universal elements that typically lead to adequate and stable support for older citizens.

MMGPI organized these universal elements into three sub-indexes:

  • Adequacy: The base-level of income, as well as the design of a region’s private pension system.
  • Sustainability: The state pension age, the level of advanced funding from government, and the level of government debt.
  • Integrity: Regulations and governance put in place to protect plan members.

These three measures were used to rank the pension system of 37 different countries, representing over 63% of the world’s population.

Here’s how each country ranked:

CountryOverall ValueAdequacySustainabilityIntegrity
Argentina39.543.131.944.4
Australia75.370.373.585.7
Austria53.968.222.974.4
Brazil55.971.827.769.8
Canada69.27061.878.2
Chile68.759.471.779.2
China48.760.536.746.5
Colombia58.461.44670.8
Denmark80.377.58282.2
Finland73.673.260.792.3
France60.279.14156.8
Germany66.178.344.976.4
Hong Kong61.954.554.586.9
India45.839.944.956.3
Indonesia52.246.747.667.5
Ireland67.381.544.676.3
Italy52.267.41974.5
Japan48.354.632.260.8
Korea49.847.552.649.6
Malaysia60.650.560.576.9
Mexico45.337.557.141.3
Netherlands8178.578.388.9
New Zealand70.170.961.580.7
Norway71.271.656.890.6
Peru58.56052.464.7
Philippines43.73955.534.7
Poland57.462.545.366
Saudi Arabia57.159.650.562.2
Singapore70.873.859.781.4
South Africa52.642.34678.4
Spain54.77026.969.1
Sweden72.367.57280.2
Switzerland66.757.665.483
Thailand39.435.838.846.1
Turkey42.242.627.162.8
UK64.46055.384
U.S.60.658.862.960.4

The Importance of Sustainability

While all three sub-indexes are important to consider when ranking a country’s pension system, sustainability is particularly significant in the modern context. This is because our global population is increasingly skewing older, meaning an influx of people will soon be cashing in their retirement funds. As a consequence, countries need to ensure their pension systems are sustainable over the long-term.

There are several factors that affect a pension system’s sustainability, including a region’s private pension system, the state pension age, and the balance between workers and retirees.

The country with the most sustainable pension system is Denmark. Not only does the country have a strong basic pension plan—it also has a mandatory occupational scheme, which means employers are obligated by law to provide pension plans for their employees.

Adequacy versus Sustainability

Several countries scored high on adequacy but ranked low when it came to sustainability. Here’s a comparison of both measures, and how each country scored:

Ireland took first place for adequacy, but scored relatively low on the sustainability front at 27th place. This can be partly explained by Ireland’s low level of occupational coverage. The country also has a rapidly aging population, which skews the ratio of workers to retirees. By 2050, Ireland’s worker to retiree ratio is estimated to go from 5:1 to 2:1.

Similar to Ireland, Spain ranks high in adequacy but places extremely low in sustainability.

There are several possible explanations for this—while occupational pension schemes exist, they are optional and participation is low. Spain also has a low fertility rate, which means their worker-to-retiree ratio is expected to decrease.

Steps Towards a Better System

All countries have room for improvement—even the highest-ranking ones. Some general recommendations from MMGPI on how to build a better pension system include:

  • Increasing the age of retirement: Helps maintain a more balanced worker-to-retiree ratio.
  • Enforcing mandatory occupational schemes: Makes employers obligated to provide pension plans for their employees.
  • Limiting access to benefits: Prevents people from dipping into their savings preemptively, thus preserving funds until retirement.
  • Establishing strong pension assets to fund future liabilities: Ideally, these assets are more than 100% of a country’s GDP.
  • Pension systems across the globe are under an increasing amount of pressure. It’s time for countries to take a hard look at their pension systems to make sure they’re ready to support their aging population.

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Technology

Animated Map: What America Searched for on Google, Over the Last Decade

This fascinating animated map provides an overview of the top trending Google searches in every state over the last decade.

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What America Searched for on Google, in the Last Decade

Cultural shifts come in many shapes and forms, and some are harder to measure than others.

Thankfully, Google search volume provides an easy avenue for measuring large-scale cultural trends. And because Google makes up more than 90% of all internet searches in the U.S., looking at what’s trending on Google is a great way to understand the shifting questions and interests that are captivating society at any given time.

This animated map by V1 Analytics provides an overview of the top trending Google searches in every state over the last decade. It sheds light on what types of new information, events, and stories received the most attention in the last ten years—and more generally, it shows us what the U.S. population has been thinking about.

Trending Searches versus Top Searches

Before diving into the top trends of the decade, it’s worth taking a moment to distinguish between “trending searches” and “top searches”:

  • Trending Searches: Keywords that had the largest increase in traffic, in a specific period of time
  • Top Searches: The most searched keywords in a given time frame

This video would look a lot different, and a lot less interesting, if it showed Google’s top searches. To give some perspective, here are the Top 10 Searches in the U.S. (as of 2020):

RankKeyword
#1facebook
#2youtube
#3amazon
#4gmail
#5google
#6weather
#7ebay
#8yahoo
#9walmart
#10yahoo mail

Understanding the difference between trending searches and top searches is important because it gives us insight into why certain keywords trend in some places, but not others. For instance, in March 2020, the word “coronavirus” was trending throughout a majority of the U.S., with a few exceptions—it wasn’t trending in Massachusetts, California, Texas, Nevada, or Arizona.

It’s easy to make the assumption that people in these states were not concerned about COVID-19—however, that’s not necessarily the case.

It’s important to remember that trending searches are measured by the increase of traffic, not just the overall amount of searches. Therefore, in states where it wasn’t trending, the word “coronavirus” may have already been a popular search term for a while, so the keyword didn’t see a sudden spike in interest like it did in other places.

Undivided Attention

In the last decade, there were moments when the entire country was googling the same thing. Some keyword trends lasted a day, while others lasted over a week.

Here’s a look at keywords that took over the whole U.S, and when they were trending unanimously:

Date RangeCategorySearch Term
Feb 4, 2011MusicAdele
Feb 6 - Feb 23, 2011MusicBorn This Way
Feb 28, 2011MusicBorn This Way
March 22 - Apr 1, 2011Pop CultureRebecca Black
June 12 - June 27, 2011TV & FilmGame of Thrones
Nov 9, 2012Current EventsAbortion
Jan 10 - Jan 27, 2014TV & FilmFrozen
Feb 28 - March 2, 2014ElectronicsSamsung Galaxy s5
Jan 11 - Jan 13, 2015MusicBlank Space
Feb 26 - Mar 30, 2015MusicUptown Funk
June 5, 2015Pop CultureCaitlyn Jenner
June 16 - June 19, 2015TV & FilmJurassic World
Feb 26, 2016Pop CultureDamn Daniel
June 3, 2016Pop CultureHarambe
June 20, 2016TV & FilmFinding Dory
June 30, 2016TV & FilmFinding Dory
July 6, 2016TV & FilmFinding Dory
Aug 4 - Aug 7, 2016TV & FilmSuicide Squad
Aug 24 - Sept 8, 2016Pop CultureHarambe
Sept 23 - Sept 26, 2016Pop CultureBrad Pitt
Oct 21, 2016ElectronicsGoogle Pixel
Nov 24, 2016ElectronicsGoogle Pixel
Dec 14 - Dec 20, 2016Current EventsAleppo
Jan 7 - Jan 10, 2017TV & FilmThis Is Us
Jan 23 - Feb 2, 2017TV & FilmThis Is Us
Feb 8 - Feb 12, 2017SportsSuper bowl
Feb 22 - Feb 24, 2017TV & FilmThis Is Us
March 7 - March 11, 2017ElectronicsNintendo Switch
March 21 - Apr 1, 2017TV & FilmBeauty and the Beast
May 7 - May 16, 2017Pop CultureFidget Spinner
June 17 - July 18, 2017MusicDespacito
Sept 22, 2017TV & FilmIt
Oct 13, 2017Current EventsHarvey Weinstein
Nov 3, 2017Current EventsKevin Spacey
Jan 12 - Jan 23, 2018Current EventsLogan Paul
Feb 6 - Feb 11, 2018TV & FilmAltered Carbon
March 15 - March 29, 2018Video GamesFortnite
May 4, 2018Video GamesFortnite
July 21, 2018Video GamesFortnite
Aug 5 - Aug 22, 2018Video GamesFortnite
Jan 17 - Feb 3, 2019Music7 Rings
Feb 21 - Feb 23, 2019Current EventsJussie Smollett
March 12 - March 22, 2019TV & FilmCaptain Marvel
March 27, 2019MusicBillie Eilish
March 30, 2019MusicBillie Eilish
Aug 24 - Aug 27, 2019MusicBillie Eilish
Oct 9 - Oct 29, 2019TV & FilmJoker
Nov 20 - Nov 24, 2019TV & FilmThe Mandalorian
Dec 5 - Dec 14, 2019Pop CultureBaby Yoda
Jan 15, 2020Current EventsPrince Harry
Jan 20, 2020Current EventsPrince Harry
Feb 13 - Feb 15, 2020TV & FilmJojo Rabbit
May 5 - May 14, 2020Current EventsElon Musk
June 24, 2020Current EventsBubba Wallace

It’s interesting to look at the variety of topics that dominate the population’s collective thoughts. There’s a unique mix of popular culture, entertainment, electronics, prominent figures, and public scandals.

Something else worth noting is how country-wide trends became a lot more common in the latter part of the decade—in 2019 for example, 9 keywords trended unanimously. This was more than in the entire first half of the decade.

While the secret to going viral remains a mystery, one thing remains clear—the public certainly has a broad range of interests. So really, it’s anyone’s game.

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