Rank
Brand
Change
Q4 2024
Q3 2024
55%
1
Marketer: Amazon | Adults 18+: 55% | Gen Z vs. adults 18+ index: 100
momentum 1.4
consideration 2.1
quality 0.7
familiarity 2.3
gen pop 1.6
millennials 3.2
Gen X -2.0
Boomers 2.1
momentum -1.5
consideration -0.7
quality -1.4
familiarity -0.7
gen pop -1.1
millennials -4.5
Gen X 0.0
boomers -3.5
momentum 2.7
consideration 0.2
quality -1.1
familiarity 0.4
gen pop 0.6
millennials 1.4
Gen X -4.9
boomers 0.8
momentum 1.1
consideration 0.5
quality 0.1
familiarity 1.3
gen pop 0.7
millennials -5.1
Gen X 3.4
boomers 1.4
momentum -0.2
consideration -0.9
quality -1.0
familiarity -1.8
gen pop -1.0
millennials -1.9
Gen X -5.1
boomers -2.0
momentum 0.7
consideration -3.3
quality -1.0
familiarity -2.2
gen pop -1.4
millennials -8.8
Gen X 0.7
boomers -2.9
momentum -0.6
consideration -0.8
quality 0.4
familiarity -1.3
gen pop -0.6
millennials -6.9
Gen X -2.7
boomers 3.4
momentum -0.2
consideration -0.7
quality -0.5
familiarity 0.6
gen pop -0.2
millennials -3.3
Gen X 0.9
boomers -1.7
momentum 2.3
consideration 1.5
quality -0.6
familiarity 3.4
gen pop 1.6
millennials -0.2
Gen X 1.2
boomers -0.3
momentum -0.3
consideration -0.5 quality -0.6
familiarity 0.1
gen pop -0.4
millennials -5.8
Gen X 0.3
boomers -0.3
momentum 0.3
consideration -2.0
quality 0.1
familiarity 0.2
gen pop -0.3
millennials -1.1
Gen X -2.0
boomers -2.8
momentum 2.7
consideration 2.3
quality 2.2
familiarity 2.7
gen pop 2.5
millennials 1.4
Gen X -0.9
boomers 3.2
momentum 5.0
consideration 3.4
quality 0.9
familiarity 5.1
gen pop 3.6
millennials 8.8
Gen X -4.9
boomers -0.9
momentum 1.9
consideration -0.1
quality 0.8
familiarity 0.7
gen pop 0.8
millennials -1.5
Gen X -3.4
boomers 0.8
momentum 4.3
consideration 9.0
quality 3.0
familiarity 6.1
gen pop 5.5
millennials 1.6
Gen X 4.3
boomers 2.7
momentum 0.5
consideration 2.8
quality -0.1
familiarity 1.2
gen pop 1.1
millennials 0.0
Gen X 4.1
boomers -2.4
momentum -3.2
consideration -2.2
quality 0.0
familiarity -3.4
gen pop -2.2
millennials -5.9
Gen X -5.4
boomers -6.8
momentum 5.6
consideration 3.4
quality 4.2
familiarity 4.2
gen pop 4.3
millennials 2.5
Gen X 1.6
boomers 1.0
momentum 3.8
consideration 1.2 quality -2.5
familiarity 2.1
gen pop 1.2
millennials -4.6
Gen X -2.1
boomers -1.2
Momentum 0.7
Consideration -1.0
Quality 2.5
Familiarity 0.0
Gen pop 0.5
Millennials -8.9
Gen X 3.5
Boomers -3.7
Brands with Gen Z momentum in key categories
Amazon
2
46%
Costco
Marketer: Costco Wholesale Corp. | Adults 18+: 40% | Gen Z vs. adults 18+ index: 117
3
46%
Target
Marketer: Target Corp. | Adults 18+: 34% | Gen Z vs. adults 18+ index: 134
4
40%
Best Buy
Marketer: Best Buy Co. | Adults 18+: 29% | Gen Z vs. adults 18+ index: 136
5
39%
Walmart
Marketer: Walmart | Adults 18+: 37% | Gen Z vs. adults 18+ index: 106
Brands with highest brand momentum scores for Gen Z consumers based on percentage of respondents who agree that brand is headed "on the way up."
Green bar shows Gen Z momentum. Adults 18+ is momentum for all adults.
Index compares Gen Z momentum vs. adults 18+ momentum. Index of 100 means the same brand momentum score for Gen Z and adults 18+. Above 100 means higher brand momentum score for Gen Z. Below 100 means lower brand momentum score for Gen Z.
Retail: Gen Z momentum score
Source: The Harris Poll's QuestBrand. Ranking based on data from Jan. 1- Nov. 30, 2024. Numbers rounded.
Consumers were asked : "How would you describe where the following brand is headed?" Response options were "on the way up"; "holding steady"; "on the way down".
Ranking shows brands with highest brand momentum for Gen Z. Index calculated as Gen Z momentum divided by adults 18+ momentum times 100.
1
40%
Tesla
Marketer: Tesla | Adults 18+: 32% | Gen Z vs. adults 18+ index: 124
2
38%
BMW
Marketer: BMW Group | Adults 18+: 29% | Gen Z vs. adults 18+ index: 133
3
38%
Toyota
Marketer: Toyota Motor Corp. | Adults 18+: 37% | Gen Z vs. adults 18+ index: 102
4
34%
Honda
Marketer: Honda Motor Co. | Adults 18+: 34% | Gen Z vs. adults 18+ index: 102
5
33%
Porsche
Marketer: Volkswagen | Adults 18+: 21% | Gen Z vs. adults 18+ index: 152
Automaker brands: Gen Z momentum score
3
46%
Apple
Marketer: Apple | Adults 18+: 46% | Gen Z vs. adults 18+ index: 100
5
40%
Xbox
Marketer: Microsoft Corp. | Adults 18+: 29% | Gen Z vs. adults 18+ index: 139
1
50%
PlayStation
Marketer: Sony Group Corp. | Adults 18+: 33% | Gen Z vs. adults 18+ index: 151
4
43%
Samsung
Marketer: Samsung Electronics Co. | Adults 18+: 47% | Gen Z vs. adults 18+ index: 90
2
49%
Nintendo
Marketer: Nintendo Co. | Adults 18+: 31% | Gen Z vs. adults 18+ index: 159
Consumer electronics: Gen Z momentum score
1
53%
Apple Pay
Marketer: Apple | Adults 18+: 37% | Gen Z vs. adults 18+ index: 144
2
41%
Cash App
Marketer: Block | Adults 18+: 30% | Gen Z vs. adults 18+ index: 135
3
41%
Visa
Marketer: Visa | Adults 18+: 38% | Gen Z vs. adults 18+ index: 106
4
38%
PayPal
Marketer: PayPal Holdings | Adults 18+: 40% | Gen Z vs. adults 18+ index: 95
5
36%
Venmo
Marketer: PayPal Holdings | Adults 18+: 33% | Gen Z vs. adults 18+ index: 108
Financial services: Gen Z momentum score
1
39%
Dove
Marketer: Unilever | Adults 18+: 37% | Gen Z vs. adults 18+ index: 104
2
37%
CeraVe
Marketer: L’Oréal | Adults 18+: 28% | Gen Z vs. adults 18+ index: 133
3
31%
Old Spice
Marketer: Procter & Gamble Co. | Adults 18+: 24% | Gen Z vs. adults 18+ index: 126
4
30%
Crest
Marketer: Procter & Gamble Co. | Adults 18+: 30% | Gen Z vs. adults 18+ index: 100
5
29%
Huggies
Marketer: Kimberly-Clark Corp. | Adults 18+: 23% | Gen Z vs. adults 18+ index: 129
Personal care: Gen Z momentum score