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Naturally, you might think, tech brands soar to the top and laugh at all of those below. Yet it isn't quite so simple.
The favorite brand of the young and restless is YouTube. It's followed by Google. Which only makes me consider my colleague David Gewirtz's devastating recent analysis of how these two brands completely, utterly, and uncontrollably dominate web traffic.
Morning Consult offers something of a tangential hint. Half the brands that Gen Z loves best waft in the food and beverage arena.
And Gen Z is a generally quirky, young bunch. For example, its love for the likes of Discord, TikTok, Snapchat, Shein and, oh, Crocs, is far beyond that of millennials.
Then there's this. Apparently, Gen Z is harder to please. Says the research company: "Across all of the brands tracked in Brand Intelligence in the United States, Gen Z's average favorability rating is just 27%, compared with 33% for all adults and 36% for millennials."
Please don't despair, should you pine for the days when Apple was everyone's favorite, all the time. (Days that didn't really exist, but I respect all dreamers.)
Gen Z adores Apple Pay far more than the general population. US favorability is a mere 38.88%, whereas 58.95% of Gen Zers feel good about it.