YouTube ranks as Gen Z’s favorite brand at 86.23% favorability, per the most recent dedicated Morning Consult ranking (2022 data). Google (83.87%), Netflix (82.18%), Amazon (80.28%), and M&M’S (79.81%) complete the top five. Tech, mass retail, and snack brands dominate every tier of the list.
Members of Gen Z, now entering their mid-20s, hold growing purchasing power and workforce presence, which makes their brand preferences a priority for marketers. This ranking documents the brands that have reached the cohort most effectively: the 20 brands most popular with Gen Z adults (ages 18-25), the 20 that stand out most against older generations, and the 10 most popular brands among Gen Z men and women, plus the brands that over-index for each gender.
The most popular brands with Gen Z
YouTube claims the top spot at 86.23% favorability, with Google, Netflix, and Amazon close behind. The score reflects how many Gen Z adults, ages 18 to 25, rate a brand “somewhat” or “very” favorably. Across all 20 names, tech platforms, mass retailers, and snack brands do the heavy lifting.
Standouts: the brands Gen Z favors most compared with the general public
TikTok owns the widest gap at +30.08 points, favored by 68.7% of Gen Z adults against 38.62% of all U.S. adults. The standout score compares Gen Z favorability with the general public, surfacing the brands this generation backs far harder than everyone else. Social, gaming, and fintech names dominate.
The most popular brands with Gen Z men
YouTube leads Gen Z men at 83.16% favorability, trailed by Gatorade and PlayStation. The overall score tracks the share of Gen Z men, ages 18 to 25, viewing a brand “somewhat” or “very” favorably. Sports, gaming, and tech brands crowd the male list far more heavily than the combined Gen Z ranking.
The standout list ranks brands by the favorability gap between Gen Z men and Gen Z women. SpaceX heads it at +32.08 points, favored by 42.52% of men against 10.44% of women.
The most popular brands with Gen Z women
YouTube also tops Gen Z women, and higher than any figure on the male list, at 89.25% favorability. The overall score measures the share of Gen Z women, ages 18 to 25, with a “somewhat” or “very” favorable view of a brand. Streaming, retail, and snack brands fill the female top 10.
The standout list ranks brands by the favorability gap between Gen Z women and Gen Z men. Ulta Beauty leads at +40.8 points, favored by 63.23% of women against 22.43% of men.
Final thoughts
YouTube ranks as Gen Z’s favorite brand across every cut, from the overall 86.23% to 89.25% among women. Tech platforms, snacks, and mass retailers fill the top 20, while standouts like TikTok, SpaceX, and Ulta Beauty expose sharp divides between Gen Z and older adults, and between men and women.
