Gen Z’s Favorite Brands Are a Mix of Tech Companies and Some You Wouldn’t Expect

Outliers include Dairy Queen, Chapstick and Dollar Tree

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Gen Zers are entering a golden age, with marketers trying to classify them and figure out what they like.

In Morning Consult’s study of Gen Z’s top 25 favorite brands, the tech and media company used four metrics—brand favorability, trust, community impact and net promoter score—to determine its rankings. Tech companies dominate the list, with Google, Netflix and YouTube taking the top three spots. Others, like Walmart and Target, also make the list as do a few outliers, when the data breaks down demographically, like Chapstick.



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