YouTube, Netflix and Google top list of Gen Z’s favorite brands, data show

By Weston Blasi

Generation Z reveres video streamers and candy manufacturers.

According to new data from Morning Consult , Gen Z’s favorite brands are mostly in the tech sector. YouTube has the highest favorability among this generation of all brands at 86%, followed by Google /zigman2/quotes/205453964/composite GOOG -0.08% at 83%, Netflix /zigman2/quotes/202353025/composite NFLX -1.13% at 82%, Amazon /zigman2/quotes/210331248/composite AMZN -0.16% at 80% and M&M’s at 79%.

Other top brands for Gen Z, those born roughly between 1995 and 2010, include Gatorade, Dollar Tree /zigman2/quotes/203712248/composite DLTR -0.95% , Pixar /zigman2/quotes/203410047/composite DIS -1.79% , Skittles and Apple /zigman2/quotes/202934861/composite AAPL +0.49% .

Many of those brands have similar favorability ratings among the general U.S. adult population, the report shows , but some brands stand out for their favorability ratings among Gen Z.

TikTok, Discord, Snapchat /zigman2/quotes/205087158/composite SNAP +0.70% , Instagram /zigman2/quotes/205064656/composite META +1.13% and the Cash App /zigman2/quotes/205989440/composite SQ -1.99% are the top five brands for the age group in favorability difference as compared with the rest of the population.

See: Instagram struggles in push to copy TikTok, internal documents show

Also: Disney CEO discusses Hulu within Disney+ and ESPN’s sports-gambling plans

Many of the favorability findings are consistent with Piper Sandler’s every-other-year survey of what teens spend their money and time on . Of course, Gen Z is not a perfect analog for teens, but many of the brands, including Shein, Snapchat and TikTok, are present in both data sets.

The data from the Morning Consult survey were gathered between May and August of this year and took responses from 16,053 Gen Z members born between 1997 and 2004.

Billionaire entrepreneur Mark Cuban recently said he believes that Gen Z will go down as the “greatest generation” because of its members’ focus on mental health and work-life balance .

Cuban, born in 1958 and thus a baby boomer, applauded Gen Z–ers for prioritizing their “mental-health equilibrium,” and said “organizations will have to understand that more and more and more as we go forward. Not only for how you treat your employees, but what your customers expect as well.”

He went on to label baby boomers “disappointing.”

Also: SEC calls out Kim Kardashian, DJ Khaled and Floyd Mayweather: When celebrities promote crypto, public must know ‘how much are they getting paid’

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Alphabet Inc. Cl C

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Netflix Inc.

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Walt Disney Co.

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Apple Inc.

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Snap Inc.

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Meta Platforms Inc.

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Block Inc.

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Market Cap

$27.28 billion

Rev. per Employee

$1.58M