There are plenty of ways a brand can earn our loyalty. Factors like product quality, price, and convenience come into play, but so do things like nostalgia and a brand’s social values.

It looks like boomers love shipping things, and fixing things.

To find out which brands Americans loved the most, Morning Consult surveyed over 400,000 consumers to find out which brands have the highest favorability, trust, and community impact across generations.

Plenty of the results made sense, while others were a bit more surprising. All of them remain insightful.

The best way to get a sense of the brands Americans care about is to take a closer look at each demographic’s preferences.

Boomers love… mail?

Take baby boomers: it looks like those aged 54-72 love shipping things, and fixing things. There were three shipping brands in the top 5, with UPS coming in at #1, the US Postal Service at #3, and FedEx at #5. Home Depot at #2 and Lowe’s at #4 rounded out the Top 5.

Further down the list at #6 was Amazon, the one company that found itself on every demographic’s favorites list, with Hershey’s, AAA, Tide, and Cheerios rounding out the Top 10.

Here are the top 10 brands boomers love the most in 2019:

  1. UPS
  2. Home Depot
  3. USPS
  4. Lowe’s
  5. FedEX
  6. Amazon
  7. Hershey’s
  8. AAA
  9. Tide
  10. Cheerios

See the full list in this graphic:

Three shipping brands are in the Boomers’ top 5, with UPS coming in at #1, the US Postal Service at #3, and FedEx at #5.

Digital-minded Millennials

Millennials’ top brand, on the other hand, was Netflix.

Whereas boomers tended to love brands trusted for their practicality and taste, millennials gravitated towards entertainment-related brands like YouTube, Nintendo, and Disney. Target, which ranked only 15th overall was 5th among millennials.

And they vouched for Colgate, while boomers gravitated towards Crest. Who knew?

These are the top 10 brands millennials favor in 2019:

  1. Netflix
  2. Google
  3. Amazon
  4. YouTube
  5. Target
  6. Nintendo
  7. Dollar Tree
  8. Samsung
  9. Android
  10. UPS

See the full list in this graphic:

Millennials vouched for Colgate, while Boomers gravitated towards Crest.

Overall, the most beloved brands show us where Americans’ trust — and lots of our money — lie.

Big Tech looms large

Despite some backlash against Big Tech, the top three brands — Amazon, Google, and Netflix — are all tech companies. UPS and Home Depot joined them in the top five, while Hershey’s, FedEx, Dollar Tree, and Cheerios rounded out the top 10.

Here are the top brands overall in 2019, regardless of demo:

  1. Amazon
  2. Google
  3. Netflix
  4. UPS
  5. Home Depot
  6. USPS
  7. Hershey’s
  8. FedEx
  9. Dollar Tree
  10. Cheerios

The full listing of brands is here below in this graphic:

Overall, the most beloved brands show us where Americans’ trust — and lots of our money — lie.

Men and women’s brand preferences across age groups were also surveyed, and saw a lot of overlap. Across the board, both genders are big fans of Google, Amazon, and Netflix, though Google ranks first for women while Amazon ranks first for men.

Beauty and wellness brands like Bath and Body Works and Dove made the cut for women while men preferred Levi’s and Samsung.

Both men and women remain big fans of Hershey’s chocolate, reaffirming that a love of classic chocolate knows no gender boundaries.

There’s lots more demographic data you can parse on your own over at Morning Consult’s website. And though health and wellness trends have taken off over the past few years, they’re not enough to take Americans away from their undying love for Hershey’s and Chick-fil-A.

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