These Are the Brands Gen Z and Millennials Hold Near and Dear

A recent study shows which companies have captured younger consumers' hearts

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Hold onto your controllers (and maybe hug them, too): It appears that gaming has captured the hearts of Gen Z and millennials.

According to a Brand Intimacy 2020 Report from agency MBLM that examines brands based on emotion, 18- to 34-year-olds in the U.S. are swooning over Xbox and PlayStation. (Gen Z prefers the former, while millennials prefer the latter.)

The other top brands that tugged at Gen Z’s heartstrings overall are (in descending order): Spotify, Sephora, H&M, American Eagle, Venmo and Louis Vuitton.



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