Tiktok, Crocs, and Shein: Where Generation Z and Millinials Split in Brand Love

Since people have unique tastes and different characters, it is sometimes foolish for marketers to unite consumers into a specific target group by age. But because culture and technology change rapidly from one generation to another, something that hasn't happened throughout history, sometimes it's appropriate.

A new report on Generation Z's favorite brands from global solution analytics company Morning Consult, which surveyed adult Americans across the country between early May and late August, found that Z adults (people born between 1997 and 2004) love many brands that other people like as well.

YouTube, for example. Google. Netflix and Amazon. Including M&M's, which recently introduced purple mascot.

In general, these are shopping, entertainment and snacks — categories mainly aimed at young people. Here are the 10 most beloved brands of Generation Z:

Perhaps more interesting results come from comparing brands that Generation Z likes with brands that millennials like. Millennials, people born in 1981-1996, are as close as possible to Generation Z.

The brands with the biggest difference in preference for Gen Zs and millennials include Discord, TikTok, and Crocs. Snapchat, Shein, and Fenty Beauty are also significantly more popular with Gen Z buyers than among millennials. Here are the brands that Generation Z likes the most compared to millennials:

Why is this so? Marketing is probably one of the reasons. Crocs, for example, has done some terrific brand stunts, collaborating with KFC and Lucky Charms to create custom shoes. Chewing gum brand Trolli has employed several original media strategies, such as capturing Myspace and trying to do the same on email ad site Craigslist.

"A lot of them have some very funny marketing tactics and ways to communicate on social media that help young consumers," said Emily Mokin, a grocery and beverage analyst at Morning Consult.

Price is probably also the cause, especially during a period of high inflation. This gives Chinese fast fashion company Shein an edge over clothing brands that are more expensive.

The emphasis on diversity and inclusion is different. When Grammy winner Rihanna debuted with Fenty Beauty in September 2017, the brand offered 40 shades of foundation.

The popularity of social platforms Discord, TikTok, Snapchat, Instagram, and Twitch suggests that the end of linear television could happen around the time the Alpha generation goes to college.