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.
|#1||PlayStation||78.3||Media and Entertainment|
|#4||Disney||67.8||Media and Entertainment|
|#8||YouTube||63.0||Media and Entertainment|
|#9||Xbox||59.8||Media and Entertainment|
|#10||Nintendo||56.8||Media 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.
|#3||Netlix||66.1||Media and Entertainment|
|#5||Disney||65.0||Media and Entertainment|
|#8||Xbox||57.0||Media and Entertainment|
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.
|#6||Hershey’s||54.8||Consumer Packaged Goods|
|#8||Pillsbury||51.8||Consumer Packaged Goods|
|#9||Kellogg’s||50.0||Consumer Packaged Goods|
|#10||Pepsi||50.0||Consumer 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.)
Charted: The World’s Biggest Oil Producers
Just three countries—the U.S., Saudi Arabia and Russia—make up the lion’s share of global oil supply. Here are the biggest oil producers in 2022.
Charted: The World’s Biggest Oil Producers in 2022
In 2022 oil prices peaked at more than $100 per barrel, hitting an eight-year high, after a full year of turmoil in the energy markets in the wake of the Russian invasion of Ukraine.
Oil companies doubled their profits and the economies of the biggest oil producers in the world got a major boost.
But which countries are responsible for most of the world’s oil supply? Using data from the Statistical Review of World Energy by the Energy Institute, we’ve visualized and ranked the world’s biggest oil producers.
Ranked: Oil Production By Country, in 2022
The U.S. has been the world’s biggest oil producer since 2018 and continued its dominance in 2022 by producing close to 18 million barrels per day (B/D). This accounted for nearly one-fifth of the world’s oil supply.
Almost three-fourths of the country’s oil production is centered around five states: Texas, New Mexico, North Dakota, Alaska, and Colorado.
We rank the other major oil producers in the world below.
|YoY Change||Share of
|2||🇸🇦 Saudi Arabia||12,136||+10.8%||12.9%|
|36||🇸🇸 South Sudan||141||-7.6%||0.2%|
|51||Other Middle East||210||+1.2%||0.2%|
|54||Other Asia Pacific||177||-10.6%||0.2%|
|55||Other S. &|
Behind America’s considerable lead in oil production, Saudi Arabia (ranked 2nd) produced 12 million B/D, accounting for about 13% of global supply.
Russia came in third with 11 million B/D in 2022. Together, these top three oil producing behemoths, along with Canada (4th) and Iraq (5th), make up more than half of the entire world’s oil supply.
Meanwhile, the top 10 oil producers, including those ranked 6th to 10th—China, UAE, Iran, Brazil, and Kuwait—are responsible for more than 70% of the world’s oil production.
Notably, all top 10 oil giants increased their production between 2021–2022, and as a result, global output rose 4.2% year-on-year.
Major Oil Producing Regions in 2022
The Middle East accounts for one-third of global oil production and North America makes up almost another one-third of production. The Commonwealth of Independent States—an organization of post-Soviet Union countries—is another major regional producer of oil, with a 15% share of world production.
|YoY Change||Share of
|South & Central|
What’s starkly apparent in the data however is Europe’s declining share of oil production, now at 3% of the world’s supply. In the last 20 years the EU’s oil output has dropped by more than 50% due to a variety of factors, including stricter environmental regulations and a shift to natural gas.
Another lens to look at regional production is through OPEC members, which control about 35% of the world’s oil output and about 70% of the world’s oil reserves.
When taking into account the group of 10 oil exporting countries OPEC has relationships with, known as OPEC+, the share of oil production increases to more than half of the world’s supply.
Oil’s Big Balancing Act
Since it’s the very lifeblood of the modern economy, the countries that control significant amounts of oil production also reap immense political and economic benefits. Entire regions have been catapulted into prosperity and wars have been fought over the control of the resource.
At the same time, the ongoing effort to pivot to renewable energy is pushing many major oil exporters to diversify their economies. A notable example is Saudi Arabia, whose sovereign wealth fund has invested in companies like Uber and WeWork.
However, the world still needs oil, as it supplies nearly one-third of global energy demand.
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