Where Gen Z and Millennials Split on Brand Love

New research points to the widest divides in favorability

Because people have unique preferences and different dispositions, it’s sometimes unwise for marketers to lump consumers into a certain target group based on age. But because culture and technology are rapidly changing from one generation to the next—something that hasn’t been the case throughout history—sometimes it’s not.

Consider a new report on Gen Z’s favorite brands from Morning Consult, which surveyed U.S. adults around the country between early May and late August.

Overall, the decision intelligence company found Gen Z adults (people born between 1997 and 2004) like a lot of brands that other people like, too.

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