Statista and Time rank U.S. brands by generational preference

Time and Statista released a new list identifying the top brands for each major U.S. generation. The ranking covers Baby Boomers, Gen X, Millennials, and Gen Z. The study aims to show how different age groups perceive the same companies based on their personal experiences.

The data comes from an independent survey of more than 33,000 American participants. These individuals had to have made a purchase, used a service, or looked up information about a brand within the last three years. The survey took place from March to May 2026. On average, each participant spent 10 minutes completing the questionnaire. In total, researchers collected over 220,000 cross-demographic evaluations.

The analysis focused on brands and service providers across 112 categories. For most entries, the brand had to be available to U.S. consumers. Location-dependent services needed to operate in at least two census regions. The final scores weighted Likelihood of Recommendation at 50%. The remaining 50% came from three equally weighted criteria: user experience, customer service, and reputation for quality.

User experience measured the end-to-end journey, including easy access, clear information, meaningful personalization, and intuitive technology. Customer service assessed the speed of responses, the knowledge of support staff, and the availability of priority options. Reputation for quality looked at consistent performance, trust, safety, and transparent communication about return policies and warranties.

The top three to five brands in each category received the highest scores for each generation. The specific number of brands recognized depended on the size of the category. The rankings reflect customer evaluations and data available up to August 31, 2026. Events occurring after that date are not included in the metrics.

The publishers note that a mention in the ranking is a positive recognition based on customer feedback. The results represent the last three calendar years of data. They advise that the ranking should be used alongside other information, such as a visit to a brand's store or website. The quality of brands not included in the list is not disputed by the researchers.