What are the "most loved brands" in the U.S.? A new survey by Morning Consult is significant because of the large sample size -- 400,000 consumers -- and because it measures "brand love" using consumer sentiment across favorability, trust, community impact and "Net Promoter Score."
The results might surprise you. The top five most loved brands overall, according to the survey, are, counting down from #5 to #1:
5. Home Depot
Apple and Coca-Cola, traditionally high on such lists, are notably absent not just from the top five, but from the top twenty-five.
The results vary by demographic. The most loved brands among Gen Z (ages 18 - 21) are, from #5 to #1, Oreo, Amazon, YouTube, Netflix and Google. For Millennials (ages 22 to 37), they are, from #5 to #1, Target, YouTube, Amazon, Google and Netflix. Gen X (ages 38 to 53) tracks exactly to the overall survey results. For Boomers (ages 54 to 72), they are, from #5 to #1, FedEx, Lowe's, the USPS, Home Depot and UPS.
Marketers can draw their own conclusions about the brands consumers seem to love the most.
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