Gen Z remains elusive and cause-driven under pandemic, putting legacy laggards at risk - MarketingDive | The Marteq Alert |
Apple AirPods, CVS Pharmacy, Disney, Netflix and Spotify have seen the largest gains in brand love among Generation Z since the start of the coronavirus pandemic in March, according to a Morning Consult report shared with Marketing Dive.
In terms of brands that have raised the most awareness during the health crisis, Zoom (+38 points), Quibi (+27), HBO Max (+10), S.C. Johnson (+10) and Tubi (+9) led the pack, the survey of 7,000 Gen Zers revealed. Morning Consult defines Gen Z as those born between 1997 and 2012.
More than a quarter (26%) of Gen Z's 50 most-loved brands are in the food and beverage category, while nearly a fifth (18%) operate in TV, music and radio. However, Gen Z's average brand love and awareness scores are lower than every other generation, Morning Consult found.