Gen Z’s Favorite Brands
2022 Report
Morning Consult’s ranking of Gen Z’s favorite brands spotlights which brands have been most successful in capturing the generation’s consumer preferences.

The rankings include the top 40 brands most popular with Gen Z adults, the 20 that stand out most relative to older generations, and gender-specific breakouts.
Gen Z’s Favorite Brands rankings uses data from Morning Consult Brand Intelligence, which fields tens of thousands of surveys across the globe every day on over 4,000 brands and products.
  • Gen Z is harder to please by default. Gen Z’s average brand favorability rating is just 27%, compared with 33% for all adults and 36% for millennials.
  • Tech brands take the top spots with Gen Z. The top 4 brands on the list of rankings were all tech brands.
  • Brands that fall under the umbrella of the food & beverage industry make up half of Gen Z’s top 40 favorite brands.