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Survey Shows Favorite Brands, Retailers of Gen Z

Target was one of the 66 companies named by The Women's Business Enterprise National Council (WBENC) for its America's Top Corporations for Women's Business Enterprises (WBEs) 2023 awards | Photography: iStock, hapabapa

Morning Consult Brand Intelligence recently released the results of a survey focused on ranking the brands most successful at capturing the hearts of Gen Z.

For a digitally native generation, unsurprisingly, tech brands take the top spots. The top four corporate brands embraced by Gen Z are YouTube, Google, Netflix and Amazon.

Among retail stores in the top 20, Walmart, Target, and Dollar Tree clocked in at 6, 7, and 14, respectively.

As a marketing segment, Morning Consult found Gen Z is harder to please by default. Across all rankings, Gen Z’s average favorability rating is just 27 percent, compared with 33 percent for all adults and 36 percent for millennials. No stranger to social media critique, Gen Z is also more willing to dole out brands high unfavorability ratings.

To read the full report, visit here.

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