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.

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.

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.

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.)

Ranked: The 100 Most Spoken Languages Worldwide

Even though you’re reading this article in English, there’s a good chance it might not be your mother tongue. Of the billion-strong English speakers in the world, only 33% consider it their native language.

The popularity of a language depends greatly on utility and geographic location. Additionally, how we measure the spread of world languages can vary greatly depending on whether you look at total speakers or native speakers.

Today’s detailed visualization from WordTips illustrates the 100 most spoken languages in the world, the number of native speakers for each language, and the origin tree that each language has branched out from.

How Do You Define A Language?

The data comes from the 22nd edition of Ethnologue, a database covering a majority of the world’s population, detailing approximately 7,111 living languages in existence today.

The definitions of languages are often dynamic, blurring the lines around a singular understanding of what makes a language:

• Linguistic: focused on lexical and grammatical differences, or on variations within speech communities
• Social: focused on cultural or political factors, as well as heritage and identity

For the purposes of measurement, the researchers use the ISO 693-3 set of criteria, which accounts for related varieties and dialects—ensuring that linguistics are not the only factor considered in this count of languages.

Here are the language origins of the 100 most spoken languages:

Indo-European languages have the widest spread worldwide. According to Ethnologue, the language family contains over 3 billion speakers in total. Interestingly, there are actually 1,526 Niger-Congo languages altogether, though only 12 are represented here.

Let’s now dive into the top 10 most spoken languages overall.

Which Languages Have the Most Speakers?

It comes as no surprise that English reigns supreme, with over 1.1 billion total speakers—or roughly 15% of the global population. Mandarin Chinese, Hindi, Spanish, and French round out the top five.

However, this is only one piece in the full fabric of languages.

The metrics for native speakers tell a slightly different tale, as Mandarin Chinese shoots up to 918 million—almost 2.5x that of English native speakers.

Here, Spanish comes in strong second for native speakers with 460 million, considering it’s well-used across Latin America. The Indian languages of Hindi and Bengali cap off the top five by native speakers as well.

These are the biggest languages people learn growing up, but what about the ones they pick up later in life?

What About Second (L2) Languages?

Nearly 43% of the world’s population is bilingual, with the ability to switch between two languages with ease.

From the data, second language (L2) speakers can be calculated by looking at the difference between native and total speakers, as a proportion of the total. For example, 66% of English speakers learned it as a second language.

Swahili surprisingly has the highest ratio of L2 speakers to total speakers—although it only has 16 million native speakers, this shoots up to 98 million total speakers. Overall, 82% of Swahili speakers know it as a second language.

Swahili is listed as a national or official language in several African countries: Tanzania, Kenya, Uganda, and the Democratic Republic of Congo. It’s likely that the movement of people from rural areas into big cities in search of better economic opportunities, is what’s boosting the adoption of Swahili as a second language.

Indonesian is another similar example. With a 78% proportion of L2 speakers compared to total speakers, this variation on the Malay language has been used as the lingua franca across the islands for a long time. In contrast, only 17% of Mandarin speakers know it as a second language, perhaps because it is one of the most challenging languages to learn.

Keeping Language Traditions Alive

Languages are fluid, and constantly evolving—altogether, the 100 most spoken languages paint a unique picture across centuries of a changing world. Here’s the full list of these languages, by types of speakers and language origin.

One reason these languages are popular is that they are actively and consistently used. Unfortunately, nearly 3,000 (about 40%) of all languages are at risk of being lost, or are already in the process of dying out today.

Languages play a crucial role in our daily lives. … [Their] losses have huge negative impacts indigenous peoples’ most basic human rights.

—UN, IYoIL statement

As a result, the United Nations declared 2019 the International Year of Indigenous Languages (IYoIL), with a resolution to continue fostering these languages and pass on their knowledge for future generations.