According to new data from Morning Consult, Gen Z’s favorite brands are mostly in the tech sector. YouTube has the highest favorability among this generation of all brands at 86%, followed by Google GOOG, -2.61% at 83%, Netflix NFLX, -6.36% at 82%, Amazon AMZN, -4.77% at 80% and M&M’s at 79%.
Many of those brands have similar favorability ratings among the general U.S. adult population, the report shows, but some brands stand out for their favorability ratings among Gen Z. Many of the favorability findings are consistent with Piper Sandler’s every-other-year survey of what teens spend their money and time on. Of course, Gen Z is not a perfect analog for teens, but many of the brands, including Shein, Snapchat and TikTok, are present in both data sets.