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Page 1: Introduction 3 5 23 31 36 44...Introduction 3 The Gen Z Consumer 5 The Gen Z Threat 23 Gen Z’s Most Loved Brands 31 Gen Z’s Biggest Gainers 36 What Drives Brand Love For Gen Z
Page 2: Introduction 3 5 23 31 36 44...Introduction 3 The Gen Z Consumer 5 The Gen Z Threat 23 Gen Z’s Most Loved Brands 31 Gen Z’s Biggest Gainers 36 What Drives Brand Love For Gen Z

Introduction 3

The Gen Z Consumer 5

The Gen Z Threat23

Gen Z’s Most Loved Brands31

Gen Z’s Biggest Gainers36

What Drives Brand Love For Gen Z44

Page 3: Introduction 3 5 23 31 36 44...Introduction 3 The Gen Z Consumer 5 The Gen Z Threat 23 Gen Z’s Most Loved Brands 31 Gen Z’s Biggest Gainers 36 What Drives Brand Love For Gen Z

The coronavirus pandemic has proven to be among the most far-reaching and trying event of our lifetimes. Almost overnight, it changed the way we live, work and interact with the world around us.

https://morningconsult.com/most-loved-brands-2020/
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Amid all the changes in their lives since March, Gen Zers overwhelmingly miss their friends; they also miss school, movies, shopping and going places

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In addition to missing their friends, Gen Zers also miss connecting IRL

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Gen Zers, often in tandem with Millennials, are less concerned than their elders about returning to many of the activities they miss most

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Gen Z is also very likely to have discovered new hobbies and ways of socializing or entertaining themselves that will endure post-pandemic

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79% of Gen Zers seek new ways to spend their time as COVID-related restrictions ease, but they are split on whether they’ll leave home more

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While they have tried – and plan to continue buying – new brands, many say their brand preferences haven’t changed

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They are much more likely to be buying more new brands, brand names, and goods from local, Black- and minority-owned businesses these days

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Gen Z is also especially likely to purchase more of most of those goods in the future – but will likely buy less brand name and premium items

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72% of Gen Z anticipates reverting to the same shopping and purchase methods they used pre-pandemic

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76% plan to return to their pre-pandemic brands, but enduring support for local, Black- and minority-owned and domestic products is clear

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Consistent with this generation’s brand activism, strong support for minority- and Black-owned businesses stems from Black Lives Matter

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Most Gen Zers hold companies responsible for driving meaningful societal change, but they’re also skeptical of inauthentic motivations

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Gen Z expects companies to contribute to conversations around social issues – but they expect tangible action, not just words

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Companies’ actions today will have very real implications for future purchasing and talent decisions for the vast majority of Gen Z

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When it comes to social media, most of Gen Z is concerned about and expects platforms to monitor hate speech and misinformation

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But this generation doesn’t believe in total freedom of speech online, or that Chinese companies operating in the U.S. should be banned

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Gen Z has significantly lower awareness of brands – and their awareness continues to drop

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Gen Z’s Love for major consumer categories is also lower

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50% of Gen Z’s Most Loved Brands aren’t consistent with the Top 50 brands for all adults – though they still love their most-loved brands less

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Community Impact is higher among Gen Z’s most-loved brands than for other generations; all other metrics are lower among Gen Zers

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Among the 25 brands with the greatest drops in Brand Love since March, 88% saw Love decline among Gen Z and 76% saw it drop more drastically

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Low awareness and weak affinity are only part of the threat – falling out of favor among Gen Z puts even today’s biggest brands at risk of decline

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Page 31: Introduction 3 5 23 31 36 44...Introduction 3 The Gen Z Consumer 5 The Gen Z Threat 23 Gen Z’s Most Loved Brands 31 Gen Z’s Biggest Gainers 36 What Drives Brand Love For Gen Z
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Morning Consult’s Most Loved Brands is the definitive ranking of the brands defining American culture and commerce.

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https://morningconsult.com/product/brand-intelligence/?mlb=1
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Gen Z’s 2020 Most Loved Brands: 1-25

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Gen Z’s 2020 Most Loved Brands: 26-50

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Gen Z’s Most Loved Brands span 14 product categories

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About the Biggest Gainers

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Biggest gainers in Brand Love among Gen Z’s most-loved brands

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Biggest gainers on the metrics that matter: Brand ID

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Biggest gainers on the metrics that matter: Net Favorability

https://www.npr.org/2019/04/05/710137783/motel-6-to-pay-12-million-after-improperly-giving-guest-lists-to-ice
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Biggest gainers on the metrics that matter: Net Trust

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Biggest gainers on the metrics that matter: Net Community Impact

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Biggest gainers on the metrics that matter: Admired Employer

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What drives Brand Love?

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Drivers of Brand Love for Gen Z differ from drivers for all U.S. adults

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Certain qualities are more important to Gen Z than all adults, but brand longevity is definitively not one of those qualities

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Drivers of Brand Love

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Drivers of Brand Love for Gen Z

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Top Drivers of Brand Love: Promises Delivered & Experiences Enjoyed

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Top Drivers of Brand Love: Promises Delivered & Experiences Enjoyed

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Differentiating Drivers of Brand Love: Value Added & Powered by Purpose

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Differentiating Drivers of Brand Love: Value Added & Powered by Purpose

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Denied Drivers of Brand Love: The Lure of Familiarity & Identity

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Denied Drivers of Brand Love: The Lure of Familiarity & Identity

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Dormant Drivers of Brand Love: Nice-To-Have

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Dormant Drivers of Brand Love: Nice-To-Have

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Standout drivers of Brand Love for Gen Z vs. all U.S. adults

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https://morningconsult.com/most-loved-brands-2020/
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Gen Z (79%, 54%)All adults (81%, 57%)

Gen Z (73%, 41%)All adults (68%, 41%)

Gen Z (23%, 59%)

All adults (10%, 63%)

Gen Z (38%, 37%)

All adults (35%, 30%)

Gen Z’s Denied Drivers are more important to their purchase decisions; their most-loved brands also perform better on Dormant Drivers

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Get access to real-time, intelligent data that powered this report.

https://go.morningconsult.com/Brand-Intelligence-Demo-Request.html?utm_source=special-report&utm_medium=cta&utm_campaign=GenZ-Most-Loved-Brands-2020
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Methodology

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https://morningconsult.com/product/brand-intelligence/?mlb=1
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Victoria Sakal

Page 64: Introduction 3 5 23 31 36 44...Introduction 3 The Gen Z Consumer 5 The Gen Z Threat 23 Gen Z’s Most Loved Brands 31 Gen Z’s Biggest Gainers 36 What Drives Brand Love For Gen Z

Personality Traits of Thai Gen Z Undergraduates: Challenges in the EFL … · 2019-09-03 · Generation Y, and in this study, Gen Z’s personality traits will be revealed to aid

Gen Z Digital-Book: A Primer For All Things Gen Z

Gen-Z Technology: Enabling Memory Centric … Gen-Z is Media Agnostic & Composable 14 Media Controller Gen-Z Logic Processor Gen-Z Logic Media Module Gen-Z Fabric SCM SCM SCM SCM Storage

Gen Z Rising - Accenture · 2017. 6. 5. · 4 GEN Z RISING SPANISH EDITION Gen Z resembles its parent generation, Gen X, more than its Millennial/Gen Y predecessors. Senior leaders

5 traits of gen z

Gen Z Insights - inta.org · 6 Key findings in Argentina • Gen Z’s generational identity is defined by three characteristics: individuality, morality, and flexibility. In Argentina…

Gen Z Rising | Infographic | Accenture...2018/05/29  · Title Gen Z Rising | Infographic | Accenture Author Accenture Subject Gen Z Graduates hold traditional values with a future

WHO IS SHE? · Always-on mobile offering Highly engaged social channels Magazine: glossy pages loved by Gen Z’s Trusted influence with Gen Z girls Girlfriend is the only dedicated

Mr. Z’s Pizza, Pasta, Salad Housemrzspipasa.com/assets/mr-z-s-plainfield-march-2019-take... · 2019-04-05 · Mr. Z’s Pizza, Pasta, Salad House *Consuming raw or undercooked meat,

Teaching Gen Z

International Islamic University Malaysia - GEN Z’S ...irep.iium.edu.my/66502/7/66502 Gen z's activities.pdf1Student at International Islamic University Malaysia.Email: [email protected]

Millennials & Gen Z

Make way for Gen Z!

Gen Z Rising - New isn't on its way. We're applying it right … GEN Z RISING U.S. EDITION Gen Z resembles its parent generation, Gen X, more than its Millennial/Gen Y predecessors

UNDERSTANDING GENERATION Z · 2019. 12. 18. · Gen Y. Gen Z Gen Z are almost exclusively the children of Generation X. Gen Z are powerful players in today’s work culture. While

Gen Z and Technology

GENERATION)Z)) AND)MONEY)SURVEY)2014s1.q4cdn.com/959385532/files/doc_downloads/... · 4 |%%%Generaon%Z%and%Money%Survey % KEY STORYLINES) • The%vastmajority%(84%)%of%Gen%Z’s%parents%

How to Speak Gen Z: The Alphabet According to Gen Z - McCrindle Research

Gen Z Rising - Accenture€¦ · 3 GEN Z RISING U.S. EDITION Gen Z resembles its parent generation, Gen X, more than its Millennial/Gen Y predecessors. New grads are looking for an

Jay-Z’s “Run This Town” and the Occult Connectionss Articles/Jay Z... · Jay-Z’s “Run This Town” and the Occult Connections Aug 27th, 2009 | By Vigilant | Category: Vigilant

Gen Z Insights · 6 Key findings in Italy • Gen Z’s generational identity is defined by three characteristics: individuality, morality, and flexibility. In Italy… • 93% say

Understanding Gen Z · 2018-09-10 · Z purchasing power Collective Gen Z purchasing power, factoring in earned income Gen Z indirect spending power, due to influence on household

Gen z Decoded

Uniquely Gen Z

THE GEN Z JUROR

Gen Z Careers in Hotels and Lodging: Insights into how to ... Short... · WHAT MAKES THEM TICK? Gen Z’s diversity spans not just race and ethnicity but also how they communicate,

Hospitality Industry Perspective on Gen Z’s Resume ......Acknowledgements Hospitality Industry Perspective on Gen Z’s Resume Effectiveness Ann Lara, Career Services Coordinator

UPDATE AVAILABLE: GENERATION Z to social media and Gen Z’s digital fluency. • 1 in 3 Gen Z’ers say they know someone is a friend if they tag each other in memes (Only 1 in 6

Generation Z Bonnie K. Webster MS, RN, BC...8/3/2017 3 Difference between Gen Z and Gen Y Millennials •Gen Z are better Multi-taskers •Gen Z is less focused –attention span lower

Gen Z Insights - International Trademark Association Gen Z Insights_Glob… · 4 Executive Summary: Key Findings • Gen Z’s generational identity is defined by three characteristics:

Introducing Hispanic Gen Z

Gen Z: 2 Billion Rising

Gen Z Ebook contentsquareeBook...Z’s don’t own a desktop.[7] Development decisions should be mobile-first, and the complete customer journey should be simple, clear, and engaging

Gen z prez2

Gen Z: The future has arrived - Dell Technologiesentice Gen Z job candidates 3 Gen Z cares about data security, but is unsure how to address it 4 Gen Zers are confident about their