From Social Media to Snack Foods: The Brands Gen Z is Choosing and Why
Here are 3 things you need to know about Gen Z Brand Power Scores:
1. YouTube has the highest Brand Power Score overall and among all subgroups (age, gender, region, and ethnicity).
Gen Z is the first generation to grow up with YouTube, and the platform has become a primary source of entertainment, information, and social connection for many. Gen Z says it’s a place for them to create and consume media and provides an algorithm showing them things they like vs. other platforms that are missing the mark.
Brand Power Score
Over Index vs. Average Score
“YouTube is way better than TikTok and actually recommends things I like to watch instead of random things on TikTok.”
Gen Z tends to rate brands favorably if they align with the generation’s values and priorities. YouTube received the highest score for reflecting Gen Z’s values, primarily driven by representing creativity, diversity, authenticity, humor, and mentorship.
%
of Gen Z say YouTube reflects their values
%
Average value reflection score
2. Younger Gen Z top brands differ slightly compared to total Gen Z.
Top 10 Brand Power Scores
Among Total
- YouTube – 86
- Netflix – 82
- Amazon – 78
- Google – 78
- Instagram – 77
- Lays – 76
- Doritos – 75
- Target – 73
- Hershey – 73
- Disney – 73
Top 10 Brand Power Scores
Among 16-17-Year-Olds
- YouTube – 91
- Netflix – 86
- Lays – 82
- Google – 81
- Amazon – 79
- Spotify – 78
- Instagram – 78
- Doritos – 78
- Hershey – 76
- Coca-Cola – 76
While YouTube and Netflix are still the top two brands, Lays jumps to third among younger Gen Z. Lays is a popular snack brand among Gen Z because it offers a wide range of flavors and varieties. Younger Gen Z values the convenience and affordability of snack foods and the fun and social aspects of the memories it creates while snacking with family and friends.
“I love that Lay’s has so many flavors and styles of snacks that cater to the average American’s life. I really admire how long Lay’s has been a business and how much joy and impact they have on us.”
“Lay’s is the ideal chip. In many stores, it’s the thing you think of when you want to buy snacks.”
“I love the different chip flavors and the way favorite flavors can connect people. I have good memories of eating [Lay’s] with friends and family.”
Additionally, Spotify and Coca-Cola make the top 10 list for younger Gen Z. They like how Spotify is a convenient and affordable way to access music and podcasts. And how Coca-Cola is an iconic brand associated with fun, happiness, and togetherness. Both brands create positive and social experiences that generate an emotional connection.
“Spotify is a great app. You can listen to all types of music there, ranging from heavy metal to classical music. I would rate Spotify a 10 out of 10, and they give a free trial for Premium, so that’s pretty cool.”
“I love to listen to the latest artists and albums on it! You can even listen to it offline when you pay for the subscription!”
“If someone values positivity, fun, and enjoyment in their daily life, then Coca-Cola could be a great reflection of THOSE values. Coca-Cola is often associated with happy memories, celebrations, and good times with friends and family as well as for me.”
3. While there is a lot of overlap in brand preferences and behaviors, there are some gender differences in how Gen Z interacts and scores the brands.
Top 10 Brand Power Scores
Among Males
- YouTube – 84
- Netflix – 78
- Google – 77
- Doritos – 76
- Gatorade – 75
- Nike – 74
- Amazon – 74
- Lays – 74
- McDonald’s – 74
- Walmart – 71
Top 10 Brand Power Scores
Among Females
- YouTube – 86
- Netflix – 85
- Instagram – 83
- Amazon – 82
- Target – 79
- Disney – 79
- Google – 78
- Lays – 77
- Hulu – 77
- Hershey – 77
Gen Z males favor Doritos, which could be attributed to their campaigns that emphasize humor and fun (e.g., Super Bowl and gaming Ads). Additionally, sports-related brands, such as Gatorade and Nike, are highly rated by Gen Z males. In comparison, Instagram is more popular among Gen Z females, where they can share their lives, connect with family and friends and stay on-trend. As well as Target for its affordable prices and trendy products.
A word on our approach
Unlike other brand rankings in the market, our Gen Z Brand Power Score considers how the brands’ values align with Gen Z’s values and if there’s an emotional connection to the brand. In addition, our conversational approach enabled us to capture videos, which provided deeper context.
– Conducted in February 2023
– N=2,250 Completes
– Gen-Z (16-25) in the US
– Chat, survey questions, verbatims & selfie-videos
– Gen Z Brand Power Score: Composite score comprised of awareness, consideration, appeal, shareability, emotional connection, and shares similar values
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