Survey of 33,000 reveals generational split in brand loyalty

A consumer survey of more than 33,000 Americans indicates that shopping habits are diverging sharply between generations, with Gen Z consumers showing the most distinct preferences from older cohorts.

The study, conducted by TIME and data partner Statista, asked participants to identify up to three brands they purchased or researched in the past three years across various categories. Respondents then rated those brands on a scale of one to five for customer service, user experience, and quality. They also indicated how likely they were to recommend the brands to peers on a scale of zero to ten.

The results show specific brand leaders for each age group. Baby Boomers selected Brooks as the top brand for running sneakers. Kate Spade led the list for Gen X, while the kitchen appliance brand Ninja topped the rankings for Millennials. Ice Mountain, a bottled water brand popular on TikTok, was the most selected brand by Gen Z.

However, Gen Z respondents left several categories blank that were filled by older generations. These omissions included department stores, women’s clothing brands, and ovens. The data suggests that traditional retail formats and large home appliances are less relevant to younger consumers.

Department stores received no meaningful selections from Gen Z participants, even though Nordstrom was ranked by Baby Boomers, Gen X, and Millennials. Neil Saunders, Managing Director and Retail Analyst at GlobalData Retail, noted that the segment has seen a decline in market share and retail sales over the last decade. He pointed out that couture brands like Prada, Chanel, and Louis Vuitton are opening their own standalone stores, reducing the need for department stores as one-stop shops.

Jeff Fromm, author of Marketing to Gen Z and Marketing to Millennials, described Gen Z shoppers as the ultimate day-traders. He explained that this generation tends to visit a mix of high-end and budget stores to buy specific brands available only in those locations, such as Michael Kors, Coach, or Zara. Fromm added that Gen Z consumers are less loyal to specific designer brands than previous generations and are more influenced by the clothing worn by people they follow on social media.

The lack of oven brands in the Gen Z section reflects a shift in how the generation eats. Jack Curran, Senior Analyst and Team Lead at IBISWorld, wrote in an email that homeownership rates may explain the gap. Only about 25% of Gen Z owns their own homes, meaning roughly 75% of the generation is not responsible for purchasing large appliances. Curran noted that renters typically use the appliances already installed in their apartments.

Saunders observed that Gen Z spends more time eating takeout from fast-casual restaurants than cooking meals in an oven. He attributed this to the availability of delivery apps like DoorDash and Uber Eats, which were not available when older generations were younger. Fromm also stated that Gen Z and Millennials tend to spend more money on experiences, such as travel, sporting events, concerts, and social media-friendly food, rather than on physical goods.

Despite the differences, all generations agreed on one food brand. Chick-fil-A was identified as a favorite across all age groups in the survey.